MULES

TitleMULES
BrandDEFENCE FORCE RECRUITMENT
Product / ServiceROYAL AUSTRALIAN NAVY
CategoryA06. Not-for-profit / Charity / Government
EntrantVMLY&R Melbourne, AUSTRALIA
Idea Creation VMLY&R Melbourne, AUSTRALIA

Credits

Name Company Position
Paul Nagy VMLY&R AUNZ Chief Creative Officer
Jake Barrow VMLY&R Melbourne Group Executive Creative Director
Kieran Moroney VMLY&R Melbourne Creative Director
Shane Geffen VMLY&R Melbourne Associate Creative Director
Scott Pritchett VMLY&R Melbourne Creative
Jack Harrison VMLY&R Melbourne Creative

Cultural / Context information for the jury

This campaign uses naval orders that are well-known in Australia through popular culture, and then changes a letter to change the meaning of the entire phrase. ‘10 nautical mules’ is a play on ‘nautical miles’, ‘mule’ being another word for ‘donkey’.