May 19 2021, 9:22 am | BY Ricki Green | 10 Comments
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.
May 19, 2021 11:01
The Australian Defence Force has launched a new recruitment campaign, in the first major work since returning to VMLY&R.
The tagline “Your life, plus Army Reserve”, communicates that Australians don’t need to give up an established lifestyle, career, day job or studies to join the Army Reserve.
The 60 second film displays a range of different professionals, from nurses and lifeguards to soccer players carrying out Defence Force duties.
The Defence Force creative account moved to Havas in 2013, previously, then named George Patterson Y&R held the account for 13 years, winning a string of awards during that period. The agency won back the account in 2019, following a pitch process where the recently consolidated VMLY&R beat out Host/Havas in the final two.