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VMLY&R and Defence Force Recruiting Launch Brand Campaign, ‘Your life, plus Army Reserve’

Creative 66 Add to collection

Visually stunning campaign directed by Joel Harmsworth

VMLY&R and Defence Force Recruiting Launch Brand Campaign, ‘Your life, plus Army Reserve’

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, your career, your day job or your studies to join the Army Reserve.

Sweetshop director Joel Harmsworth was enlisted to bring a dynamic and visually stunning campaign to life that not only unveiled the diverse equipment and people you’ll get to work with in the Army Reserve, but also capture the exciting and challenging environments you’ll get to experience.

Says Jake Barrow, ECD, VMLY&R: “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.”

Says Brigadier Duncan Hayward, director general, Defence Force Recruiting: “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.

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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


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

Executive Producer: Greg Fyson

Producer : Nikolas Aulich

DOP : James Brown

Art Director : Tom Churchill Brown


Edit & Finish: ARC Edit

Senior 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

Genres: People, Storytelling

Categories: Military, Corporate, Social and PSAs

VMLY&R Australia, Wed, 19 May 2021 02:34:10 GMT