Title | MULES |
Brand | DEFENCE FORCE RECRUITMENT |
Product / Service | ROYAL AUSTRALIAN NAVY |
Category | A06. Not-for-profit / Charity / Government |
Entrant | VMLY&R Melbourne, AUSTRALIA |
Idea Creation | VMLY&R Melbourne, AUSTRALIA |
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 |
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’.