ARMY RESERVE - YOUR LIFE, PLUS ARMY RESERVE

TitleARMY RESERVE - YOUR LIFE, PLUS ARMY RESERVE
BrandDEFENCE FORCE RECRUITMENT
Product / ServiceDEFENCE FORCE RECRUITMENT
CategoryA06. Not-for-profit / Charity / Government
EntrantVMLY&R Melbourne, AUSTRALIA
Idea Creation VMLY&R Melbourne, AUSTRALIA
Production VMLY&R Melbourne, AUSTRALIA
Production 2 THE SWEETSHOP Melbourne, AUSTRALIA
Post Production VMLY&R Melbourne, AUSTRALIA
Post Production 2 ARC EDIT Melbourne, AUSTRALIA
Post Production 3 SQUEAK E. CLEAN STUDIOS Melbourne, AUSTRALIA

Credits

Name Company Position
Paul Nagy VMLY&R Chief Creative Officer AUNZ
Jake Barrow VMLY&R Melbourne Group Executive Creative Director
Robyn Bergmann VMLY&R Melbourne Creative Director
James Wills VMLY&R Melbourne Creative Director
Jack Harrison VMLY&R Melbourne Copywriter
Bryce Waters VMLY&R Art Director
Joel Harmsworth Sweetshop Director

Write a short summary of what happens in the film

This film opens on a man in a suit running into an Army battle scene. It then cuts to different scenes where civilians are doing all the things Army soldiers do: firing weapons, employing tactical intelligence, using technology and challenging themselves physically. We then see them transform into Army camouflage to communicate a simple message: you don’t need to change your whole life to join the Reserves.

Cultural / Context information for the jury

Australia’s Army Reserve had an image problem. People thought it was just the same as full-time Army, and that meant you needed to completely change your life to wear the uniform. We needed to show Australians that the Reserves was different – that you didn’t need to give up your career, studies or hobbies to join. And, we needed to capture all the excitement, adventure, fun and camaraderie that comes with it. The result was Your Life, Plus Army Reserve.