| Title | FIGHTER PILOT: BEHIND THE VISOR |
| Brand | AUSTRALIAN AIR FORCE |
| Product / Service | DEFENCE FORCE RECRUITING |
| Category | A09. Best use or integration of digital or social media |
| Entrant | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Entrant Company | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Contributing Company 2 | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Contributing Company | JUNGLEBOYS Darlinghurst, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Tim Bowden | Defence Force Recruiting | Air Force Senior Marketing Officer |
| Kate Mathias | Defence Force Recruiting | Air Force Marketing Manager |
| Matt Farrugia | Gpy/R Melbourne | Director Of Digital |
| Sally Borda | Gpy/R Melbourne | Account Manager |
| Alice Mason | Gpy/R Melbourne | Account Director! |
| Luke Tellefson | Gpy/R Melbourne | User Experience |
| Dilshan Desilva | Gpy/R Melbourne | Lead Developer |
| Kota Matsuda | Gpy/R Melbourne | Designer |
| Jessica Krt | Gpy/R Melbourne | Digital Producer |
| Julian Bell | Gpy/R Melbourne | Group Account Director |
| David Curry | Jungle Boys | Director |
| Craig Melville | Jungle Boys | Producer |
| Paul Baxter | Risk Sound | Audio Engineer |
| Bill Irving | Gpy/R Melbourne | Editor |
| Sheridan Bott | Gpy/R Melbourne | Producer |
| Alex Wadelton | Gpy/R Melbourne | Writer |
| Katie Britton | Gpy/R Melbourne | Writer |
| Paul Meates | Gpy/R Melbourne | Art Director |
| Nicholas Sellars | Gpy/R Melbourne | Art Director |
| Ben Coulson | Gpy/R Melbourne | Chief Creative Officer |
Fighter Pilot: Behind the Visor ran primarily online, and there are no restrictions on content in Australia. Strange as it may seem, the Australian Air Force struggles to find recruits for the role of Fighter Pilot. The problem is, very few people know what it takes to become one, and fewer think they even stand a chance. So, we had to show them.
Fighter Pilot: Behind the Visor is an unprecedented look through the eyes of a trainee Fighter Pilot, that shows how an everyday civilian can be turned into a top-gun. In essence, it's the training you do to become a Fighter Pilot, before you train to become a Fighter Pilot. The desired outcome was to show potential candidates it was possible to become a fighter pilot, if you were smart and dedicated. This was delivered across a multitude of touch points. 45 first person videos filmed by real Air Force pilots were created and shared on youtube and via the Behind the Visor site. These videos had different interactions from pilot controls, to observational tasks, to multiple pathways to show what happens in training. In addition, candidates were required to : - Identify active bombing targets using both innate and enhanced google maps navigation. - Fly by sight using pre-determined landmarks to navigate a course at low-level. - Bury their head in the books studying emailed course notes, applying what you’ve learned, and taking spot tests in lateral thinking. - Meet current pilots via MMS and on the ground at live RAAF bases in Australia. - Refuel a fighter jet midflight en route to Bersama Shield - an international military exercise in Malaysia, and co-ordinate a simulated attack on enemy frigates assessing everything from mission information, to current weather conditions, and collateral damage. The entire course was delivered across 3 platforms, with 45 videos embedded in google maps, and over 150 interactions resulting in multiple outcomes. The end result is as close to becoming a Fighter Pilot as you can get, without leaving the ground.
There were multiple channels of promotion of Fighter Pilot: Behind the Visor. Youtube pre-roll advertising, Banner ads, TV ads, Radio ads, Posters inside recruitment offices Australia-wide, and also being promoted through the Defence Force Australia website.
The Australian Defence Force prohibit the disclosure of any information pertaining to recruitment targets or military personnel.