ADF Careers, in collaboration with VML, has unveiled an exciting new recruitment campaign, “I Am a Submariner,” showcasing the extraordinary abilities of submariners who are, in fact, ordinary people choosing to do extraordinary things. As Australia expands its submarine capabilities, including the introduction of nuclear-powered submarines, the Navy is calling for driven individuals ready to take on this unique and rewarding challenge.
The campaign aims to shed light on the critical yet often misunderstood role of submariners, whose lifestyles are frequently shrouded in secrecy. By offering a glimpse into the realities of their work, the initiative seeks to ignite interest in submariner careers and build a deeper understanding of this essential, yet underappreciated profession.
Submariners: Australia’s Silent Protectors
As Commodore Jan Wiltshire, Director General of Defence Force Recruiting, puts it, “Submariners are the silent protectors of Australia, operating cutting-edge technology and gathering intelligence on classified missions, all while remaining undetected.” The “I Am a Submariner” campaign provides an authentic look into the human side of this career, highlighting the sense of purpose, pride, and adventure that define the life of a submariner.
Real Submariners Reveal Their Hidden Talents
The creative heart of the campaign focuses on real-life submariners, bringing to light their extraordinary skills and operations carried out aboard a submarine. James Wills, Creative Director at VML, explains: “Submariners are everyday people. You walk past them at the shops and sit next to them at cafes, but you’d never suspect they’re carrying out secret missions all over the world. By pulling back the curtain on this career, ‘I Am a Submariner’ reveals that ordinary individuals are trained to do extraordinary things.”
Inspiring the Next Generation of Submariners
Thomas Tearle, CEO of VML AUNZ, reflects on the significance of this campaign as part of the six-year partnership with the ADF. “In this final major initiative, we’re proud to have contributed to inspiring the next generation of recruits for the Navy’s future submarine capabilities,” Tearle says.
The I Am a Submariner campaign will be featured across a wide range of platforms, including out-of-home advertising (OOH), subscription video-on-demand (SVOD), social media, and digital channels, with a prominent presence on the ADF Careers website.
This captivating campaign not only highlights the hidden abilities of Australia’s submariners but also invites potential recruits to explore a career filled with adventure, challenge, and the opportunity to make a significant impact on national security. If you’re ready to do the extraordinary, join the ADF today!
