ADF Careers Demonstrates How Australians Can Make Their Impact in New Brand Campaign via VML

30 July 2024. ADF Careers launched last year, bringing together the three services – Navy, Army and Air Force – under one united employer recruitment brand. ‘Unlike any other job’ is the new integrated brand platform that shows the positive impact Australian Defence Force (ADF) personnel make in Australia and overseas, as well as the personal and professional impact a career in the ADF provides.

Many young Australians express a desire to do meaningful work, while also developing their skills and building a solid financial future for themselves. A career in the ADF offers all this and more, and with over 300 roles to choose from, across the domains of maritime, land, air, cyber and space, there is something to interest everyone.

Produced by COLLIDER and directed by Rupert Sanders, the campaign captures a range of candid moments from the world of ADF personnel. It reveals the breadth and depth of experiences they are privy to and the impact they get to make. The campaign showcases the broad capabilities and state of the art equipment and technology used by the ADF daily.

Says James Wills, creative director, VML: “When working with Defence Force personnel and listening to their stories, one thing becomes clear: it really is a job unlike any other. It’s a career full of purpose that offers extraordinary experiences, and it was a privilege bringing this campaign to life with Rupert, the team at COLLIDER, and Photoplay photographer, Adam Ferguson.”

Defence Force Recruiting’s General Manager, Marketing, Fiona Boughton said, “We know that young Australians want a career with purpose and be able to make a real contribution to the world around them. This campaign really highlights the many ways in which people can make a difference to themselves and to their country. The ADF is a unique and rewarding and we are looking to attract people with a diverse range of skills and experiences.”

Says Thomas Tearle, chief executive officer, VML Australia & New Zealand: “This is a campaign platform we are extremely proud to bring it to life in partnership with the ADF Careers team. It encapsulates our advertising mission: to show that an ADF career is unlike any other and has something to offer Australians, enabling them to make an impact both personally and professionally. The campaign itself will have a huge impact and we’re looking forward to building on it over the coming months.”

The new brand platform launches across Australia with hundreds of touchpoints spanning TV and cinema, 3D OOH, digital audio, digital, social and events. It works in conjunction with the revamped candidate website that went live in April, which provides candidates all the information they need to decide what type of role might suit them best.