Havas Worldwide talks RAAF to those hungry to move up

Havas Worldwide has identified –and talks to – the type of people likely to join the Royal Australian Air Force (RAAF) in its latest work for Defence Force Recruiting.

The campaign directs its attention to those 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 campaign challenges current misperceptions around suitability for roles, career progression, lifestyle and work/life balance in the Air Force,” stated Kaarin Kooij, director military recruitment group captain.

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 highlight the service as being aspirational yet attainable, driven by the extraordinary capabilities of its people. With the help of Air Force personnel and aircraft, Havas has created a content series that focuses on telling the inspiring stories of personal achievements and progression.

Seamus Higgins and Stu Turner, joint executive creative directors, Havas Worldwide explained, “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.”

Higgins added, “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.”

The multi-channel campaign is running nationally on TV, cinema, out-of-home and digital

Credits:

Client: Australian Defence Force

Creative agency: Havas Worldwide Sydney
Executive creative directors: 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