Title | AIR FORCE FM |
Brand | DEFENCE FORCE RECRUITING |
Product / Service | AIR FORCE |
Category | B03. Non-Food |
Entrant | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
Entrant Company | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
Advertising Agency | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Paul Baxter | Risk Sound Melbourne | Sound Designer |
Brett Harris | George Patterson Y/R | Technical Director |
Bruce Patterson | George Patterson Y/R | Production Director |
Julian Bell | George Patterson Y/R | Head Of Account Service |
Alice Mason | George Patterson Y/R | Account Director |
Sally Borda | George Patterson Y/R | Senior Account Manager |
Joe Sibley | George Patterson Y/R | Art Director |
Psembi Kinstan | George Patterson Y/R | Copywriter |
Ben Coulson | George Patterson Y/R | Cco |
Marcus Rebeschini | Y&R Singapore | Chief Creative Officer |
Adam Miranda | Y&R Singapore | Copy |
Brad Wilson | Y&R Singapore | Art |
Kon Marinis | Y&R Singapore | Art |
Toh HanMing | Y&R Singapore | Creative Director |
Avril Lim | Y&R Singapore | Account Director |
Kirby Ho | Y&R Singapore | Production Manager |
Benny Quak | Y&R Singapore | Production Manager |
Young engineering students were unaware that the Air Force offered these roles.
THE BRIEF Find the most skilled radio technicians for roles in the Australian Air Force.
THE IDEA We created a dedicated Air Force radio station, playing our radio ad on loop. But before you could hear it, you had to build a radio. University engineering students were sent packs with everything they needed to construct a functioning FM radio. Except one thing, instructions. Candidates proved their problem solving and technical skills; wiring, soldering and assembling the radio. Once complete, students tuned to Air Force FM, our radio station created just for this campaign. The radio ad instantly offered successful students a fast track to an exciting career.
THE RESULTS Air Force FM achieved its target of finding the most skilled recruits, and put the Air Force brand into homes across the country, as a working FM radio. The Australian Defence Force prohibit the disclosure of any information pertaining to specific recruitment targets or military personnel.