Havas Worldwide has unveiled an exciting new brand campaign for the Royal Australian Air Force (RAAF) in its latest work for Defence Force Recruiting.
The campaign focuses on all the different ways we look to further ourselves in life and aims to speak directly to people with a desire to succeed, a drive to be better – and shows them how the Air Force is the perfect place to realise their ambitions.
The central theme of the campaign is based on the idea of ‘Up’, linked to the Air Force’s new brand position – ‘There’s more to achieve in the Air Force’. Marketing activity will showcase the service as being aspirational yet attainable, driven by the extraordinary capabilities of its people. With the help of remarkable Air Force personnel and extraordinary aircraft, Havas has created a content series that focuses on telling the inspiring stories of personal achievements and progression.
Havas Worldwide joint executive creative directors Seamus Higgins and Stu Turner said, “The message of our campaign is simple and inclusive, if you have the drive and determination to succeed, the Air Force could be your ‘way up’.
“We have created a breadth of content that shows a more human side to the Air Force, aimed at engaging our audience in their world. We want to inspire people to re-imagine their future and consider how the Air Force could open doors for them,” Higgins added.
Director Military recruitment group captain Kaarin Kooij said; “The campaign challenges current misperceptions around suitability for roles, career progression, lifestyle and work/life balance in the Air Force.”
The multi-channel campaign will roll out nationally across TV, cinema, out-of-home and digital in the coming weeks.
Client: Australian Defence Force
Creative agency: Havas Worldwide Sydney
ECD: Seamus Higgins, Stu Turner
Art Directors: Nicole Hetherington, Mark Tallis, Stuart Alexander
Copywriters: Simon Fowler, Cameron Dowsett, Daniel Fryer
Managing Director: Dan Smith
Account Director: Charlie Read
Account Manager: Belinda Bennett
Head of Broadcast: Monique Pardavi
Planning Director: Phil Johnston
Digital Producers: Shiv Suchdeva/Angelica Scott
Design: Alex Dale
Social: Mark McKissock/Clint Crothers
Director: JH Beetge
Executive Producer: Sam Long
Producer: Llew Griffiths
DP: Jeremy Rouse
Editor: Bernard Garry
Post: Alt VFX
Music: Jed Kurzell
Sound design: Simon Lister/Nylon Studios
Production Design: Shane Bennett