ANYTIME, ANYWHERE

TitleANYTIME, ANYWHERE
BrandAUSTRALIAN DEFENCE FORCE
Product / ServiceAIRFORCE
EntrantGEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Entrant Company GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Advertising Agency GEORGE PATTERSON Y&R Melbourne, AUSTRALIA

Credits

Name Company Position
Ben Coulson GPY&R ECD
Chris Northam GPY&R CD
Evan Roberts GPY&R Copywriter
Chris Northam/Paul Meates/Nick Sellars GPY&R Art Director
Luisa Peters GPY&R Producer
Prodigy Production company
Dael Oates Director
Jonathan Samway EP
Serena Paull Producer
Peter Eastgate DOP
Adam Wills Editor
Fin Design + effects Sound production
Nick Ponzoni VFX
Paul Baxter Risk Sound Sound production
Dmitri Golovko Music
Kota Matsuda Digital designer
John Wisolith Frontend Developer
Luke Tellefson UX
Jess Krt Digital Producer
Alice Mason Account Director
Sally Borda Account Manager
Kate Mathews Air Force Marketing Manager
Tim Bowden Air Force Senior Marketing Officer
Julian Bell Group Account Director

The Campaign

“Anytime. Anywhere.” is a multi-channel campaign integrated into one film. Following a story of a mission scramble, we not only showcased everything the Air Force has to offer, but also allowed users click on any item of interest within the film and find what normally would have been in press, radio, TVCs and digital ads. Some items users could discover were in-scene interviews, 3D renders of aircraft as well as job role information which took candidates all the way through to enquiry. The brand film was the campaign. RELEVANCE For a high-tech brand such as the Australian Air Force, it was vital that their comms reflected their own technical capabilities. 'Anytime. Anywhere.' did just that. It turned the normally dry, complicated process of military recruitment into one seamless brand experience and meant prospective applicants no longer had to trawl through thousands of pages of copy to get information.

Success of the Campaign

The Australian Defence Force prohibit the disclosure of any information pertaining to recruitment targets or military personnel. Refer to the "Confidential Information" section for further information.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The TV and cinema spots aired nationally from April and pushed users to discover more content in the interactive version of the film on our website.