Title | IMPOSSIBLE AIRFIELD |
Brand | DEFENCE FORCE RECRUITING |
Product / Service | ROYAL AUSTRALIAN AIR FORCE |
Category | A02. Best Non-Fiction Program, Series or Film where a client has successfully created a reality, document |
Entrant | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
Entrant Company: | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
Contributing Company: | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Ben Coulson | Gpy/R | Executive Creative Director |
Chris Northam | Gpy/R | Creative Director |
Evan Roberts | Gpy/R | Copywriter |
Chris Northam | Gpy/R | Art Director |
Zach Merch | @radical.media | Director |
Ian Fowler | @radical.media | Executive Producer |
Peter Eastgate | @radical.media | Dop |
Mathew Keygan | @radical.media | Story Producer |
Owen Norling | @radical.media | Editor |
Nylon | Sound Production | |
Heckler | Post Production | |
Leah Champion/Jenna Stafford/Alice Mason/Julian Bell | Gpy/R | Account Manager |
Tim Bowden/Kate Matthews | Dfr | Brand Manager |
PROBLEM Australians think the Air Force is only for soft pilots who never get their hands dirty. This has led to a serious lack of enquiries for 90% of the roles needed to be filled annually. SOLUTION To reignite the public's interest we challenged the Australian Air Force with a full-scale military operation that tested their ability and proved to the public that they're a diverse force ready to operate anytime, anywhere.
The series was launched with a PR stunt at the Melbourne Grand Prix. An official trailer ran on TV and online. Street posters, radio, web banners and eDMs were also released.
In short, people are excited about the Royal Australian Air Force again. Average time spent on the site was 28 minutes. Non-pilot job inquiries are up 230%. The annual job quota was filled in just 21 days.