The 'Anytime, anywhere' campaign was created by GPY&R Melbourne. An interactive website launched in April, and TV and film advertising debuted yesterday.
The website presents what appears to be a polished film showing an Air Force mission underway. However, many of the items of military hardware and Air Force personnel that appear can be clicked to reveal additional information. Examples include text-based technical details and 3D renderings of aircraft, as well as films within the film where service members discuss their roles. One can even encounter objects that are described as "classified", discover the names of military dogs who cross the screen and find out the temperature of the desert tarmac.
(The film above introduces the concept, but we recommend exploring the website to truly appreciate the experience.)
In all, the film contains 145 hotspots for viewers to explore. When the viewer mouses over the film, the playback freezes and the hotspots appear in dotted lines. Playback resumes when the user mouses off the film.
“It genuinely amazes me that we can now make glossy brand ads that carry all the information of a complete campaign, can include hundreds of bespoke experiences and have limitless personalised calls to action," said Ben Coulson, chief creative officer of Y&R Australia/New Zealand, who added that the project was "mind-bogglingly complex to execute".
The campaign effectively combines the brand message—that the Air Force is about more than just pilots—along with ample calls to action for recruitment in one "very entertaining, highly polished experience”, said Kate Mathias, Air Force marketing manager.
Client: Defence Force Recruiting
Product: Air Force
Air Force Marketing Manager: Kate Mathias
Air Force Senior Marketing Officer: Tim Bowden
Agency: GPY&R Melbourne
Chief Creative Officer: Ben Coulson
Creative Director: Chris Northam
Art Director: Nicholas Sellars
Copywriter: Evan Roberts
Art Director: Paul Meates
Producer: Luisa Peters
Head of Digital: Matt Farrugia
Digital Producer: Jess Krt
Designer: Kota Matsuda
Lead Developer: John Wisolith
UX: Luke Tellefson
Director of Planning: Tom Ward / Mike Hyde
Client Service Director: Julian Bell
Account Director: Alice Mason
Senior Account Manager: Sally Borda
Production company: Prodigy
Director: Dael Oates
Production Co Producer: Serena Paull
Editor: Adam Wills
Post Production: Fin Design
Sound production: Paul Baxter, Risk Sound
Music: Dmitri Golovko