Title | ARMY RESERVE - YOUR LIFE, PLUS ARMY RESERVE |
Brand | DEFENCE FORCE RECRUITMENT |
Product / Service | DEFENCE FORCE RECRUITMENT |
Category | A06. Not-for-profit / Charity / Government |
Entrant | VMLY&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 |
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 |
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.
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.