FIGHTER PILOT: BEHIND THE VISOR

TitleFIGHTER PILOT: BEHIND THE VISOR
BrandAUSTRALIAN AIR FORCE
Product / ServiceDEFENCE FORCE RECRUITING
CategoryA07. Best Use of Digital Media
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
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

Results and Effectiveness

The Australian Defence Force prohibit the disclosure of any information pertaining to recruitment targets or military personnel.

Creative Execution

45 first-person videos were embedded in Google maps to give users a birds-eye view of what was happening in the video, to the exact GPS co-ordinates. The videos were split into multi screen to simulate the split-second multi-tasking that is required of a Fighter Pilot, and often resulted in multiple outcomes to keep the experience as true to life as possible. Users were sent MMS and emailed course notes throughout the program. These were not only required reading to complete the exercise, but also brought the experience out beyond the desktop and into the user's world - coming at them from all angles.

Insights, Strategy and the Idea

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. The entire project was filmed by real Air Force pilots on live exercises. Everything was filmed in first-person, with over 150 interactions resulting, and multiple outcomes to make it true to life. The end result is as close to becoming a Fighter Pilot as you can get, without leaving the ground. And if you showed that you had what it takes, you could sign up to let the real training begin.