IMPOSSIBLE AIRFIELD

Short List
TitleIMPOSSIBLE AIRFIELD
ClientDEFENCE FORCE RECRUITING
Product/ServiceROYAL AUSTRALIAN AIR FORCE
CategoryA02. Best Non-Fiction Program, Series or Film where a client has successfully created a reality, document
EntrantGEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Entrant Company:GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Contributing Company:GEORGE PATTERSON Y&R Melbourne, AUSTRALIA

Results

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.

Credits

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