The Brief:
The Australian Defence Force was viewed as a traditional and outdated organisation. The challenge was to take one of the biggest clients in Australia, and humanise the brand. Make it appeal to the everyday millennial, and set the scene in a new light for the generation of potential Defence Force recruits.
The Solution:
To humanise the brand. Tell real stories, and show the Australian Defence Force from a different perspective, through the voices of people, not personnel. We needed to get into the minds of potential recruits and to make content that they would want to see. We then applied this to platforms that were easily accessible by many, and created work that pushed the boundaries.