June 15, 2021

Programmatic

In a world where nearly everyone is always online, there is no offline.

VMLY&R, Defence Force Recruiting launch brand campaign

In its first major brand campaign since Defence Force Recruiting returned to the agency, VMLY&R has created ‘Your life, plus Army Reserve’. 

The energetic campaign demonstrates that you don’t need to give up your lifestyle, career, day job or studies to join the Army Reserve.

Sweetshop Director Joel Harmsworth was enlisted to bring a dynamic campaign to life that unveiled the diverse people in the Army Reserve, but also captured the exciting environments.

VMLY&R ECD Jake Barrow says: “We’re really excited to bring this beautifully crafted work into the world after a year of working from our kitchen tables. 

“We hope that by modernising the Army Reserve brand, people will view it in a new light and the campaign will ultimately lead to full recruitment centres.”

Director General Defence Force Recruiting, Brigadier Duncan Hayward, says: “This campaign shows that when you join the Army Reserve, you’ll be welcomed into a whole new world of excitement and challenges. 

“Many people join the Army Reserve to be able to give back to the community. This campaign provides an insight into the flexibility and benefits of part-time service.”

Over 50 executions across cinema, TV, social and OOH were created to target different segments of the Australian public at different times.

CREDITS:

DFR

Deputy Director Recruiting Attraction – Wing Commander Skye Smith

Staff Officer Recruiting Attraction (Army) – Captain Sotirios Kourloufas

Operations Captain Defence Force Recruiting – Captain Corina Forner

Staff Officer Recruiting Attraction (Air Force) – Flight Lieutenant Stuart Pollack

Staff Officer Recruiting Attraction (Tri-Service) – Pilot Officer Ebony Braddon

General Manager – Attraction – Leanne Hayter

National Marketing Manager – Zerlina Burns

Brand Portfolio Manager (Army Reserve) – Melissa Saint

Brand Portfolio Manager – Jacqui Day

Brand Portfolio Manager – Tom Woods

Senior Marketing Officer – Stephanie Hower

Senior Marketing Officer – Travis Hanson

Marketing Officer – Hayden Lenord

Social Media Manager – Marc Unger

Social Media Content Manager – Maria Ngo

VMLY&R

Chief Creative Officer – Paul Nagy

Executive Creative Director – Jake Barrow

Creative Director – James Wills

Creative Director – Robyn Bergmann

Copywriter – Jack Harrison

Art Director (stills) – Bryce Waters

Managing Partner – Sarah Bailey

Head of Strategy – Craig Page

Senior Digital Strategist – Josh Swingler

Group Business Director – Adam Brami

Account Director – Maddi Cinque

Senior Account Manager – Rica Dezoller

Head of Integrated Production – Oliver Samuel

Senior Integrated Producer – Aaron Rocca

Head of Design – Lewis Brown

Designer – Meg Copp

Editor – Leigh Cooke

Executive Producer (Social) – Rachel Rider

Account Director (Social) – Cat Collins

Account Manager (Social) – Gab Sandel

Production: Sweetshop

Director – Joel Harmsworth

Managing Director – Edward Pontifex

Producer – Nikolas Aulich

DOP – James Brown

Art Director – Tom Churchill Brown

Editors: ARC Edit

Executive Producer – Freya Maddock

Offline Editor – Graeme Pereira

Online Artist – Eugene Richards

Colourist – Fergus Rotherham

Sound Studio: Squeak E Clean

Executive Producer – Ceri Davies

Sound Engineer – Paul Le Couteur

Sound Engineer – Dee Gjedsted

Music Composer – Jonny Higgins

Photography – Flint

Executive Producer – Tim Berriman

Photographer – Jonathan May 

Producer – Natalie Loveridge

Retouching: Limehouse

Library Photography: Flint 

Photographer – David Maurice Smith

Camera Assistant – Mitchell Fong

Producer – Taryn Mueller

Media: Universal McCann

Partnerships Director – Matt Jones

Client Director – Emma Wood

Digital Director – Melissa Lopez

Partnerships Trader – Isaac Sahyoun

Partnerships Executive – Ria Gupta

Associate Director of Search & Social – Alison Hatt

Paid Social Manager – Sharon Ogilvie

Programmatic Manager – Samantha Pearse

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