GPY&R Melbourne and Defence Force Recruiting have launched a new outdoor campaign for the Australian Army promoting the role of Army Pilot, which will be running nationally throughout June.
The ‘Fly Army’ campaign employs a visually stunning metaphor to highlight the skill of Army pilots, and the awesome power of the helicopters they fly.
The campaign seeks to increase awareness of pilot roles, which historically haven’t been as closely associated with the Army as they have with the Air Force.
Army Pilots are highly skilled officers responsible for a wide range of operational roles including combat support, attack and reconnaissance. Army pilots also play a critical role in search and rescue, medical evacuation, humanitarian support and transport.
“We’re proud to be able to show these awesome flying machines, which are piloted and maintained by some of the finest men and women in Australia.” said Grant O’Donnell, Army Marketing Manager.
The campaign is an epic display of the sheer might of Black Hawk, ARH Tiger and Chinook helicopters, and features all three aircraft in individual scenarios, where the dust they kick up acts as a symbol of their significance in their support of the Army, and in defending Australia and our national interests.
This campaign was produced in conjunction with photographer Andreas Smetana, with retouching by Electric Art.
Campaign Production Credits
Client: Defence Force Recruiting
National Marketing Manager: Pat Duffy
Army Marketing Manager: Grant O’Donnell
Army Senior Marketing Officer: Andrew Edmunds
Army Marketing Officer: Melissa Winn
Agency: George Patterson Y&R Melbourne
Executive Creative Director: Ben Coulson
Creative Director: Chris Northam
Art Director: Paul Meates
Copywriter: Evan Roberts
Group Account Director: Julian Bell
Senior Account Director: Ella Ward
Account Manager: Renuka Rajadurai
Agency Producers: Sheridan Bott
Art Buyer: Sam Joy
Photography: Andreas Smetana
Producer Natalie Loveridge
Retoucher: Electric Art
Media Agency: Universal McCann