Defence has partnered with VMLY&R to launch “Live a Story Worth Telling,” a campaign highlighting the diverse lives of Royal Australian Navy personnel and the real-world impact that can be made from a life in the Navy.
“The Navy makes a critical contribution in protecting the nation’s maritime security and economic wellbeing which underpin the Australian way of life,” said Vice admiral Mark Hammond, Chief of Navy.
“Being part of your Navy provides the opportunity to contribute to something very meaningful, as diplomats and defenders of our maritime interests and Australia’s way of life.”
The campaign features more than 80 pieces of content across national TV and cinema, OOH, radio, digital and social media. The stories shown portray a broad picture of life in the Navy, as well as addressing specific questions potential recruits have asked, like ‘Is there time for a social life?’ and ‘What’s life like on a submarine?'”
Kieran Moroney, VMLY&R creative director, added: “When set the task of recruiting the next generation of Navy sailors from an everdemanding talent pool, we needed to show just how fulfilling life at sea can be. And so ‘Live a Story Worth Telling’ was born.
“An epic, cinematic tale of purpose and contribution starring real Navy personnel who truly live their story every day.”
Big Sync Music’s head of partnerships, Georgia Roberts, said: “From the moment we set eyes on the treatment, we knew this was going to be an incredible film, and that the score would play a key role in telling the story.
“We think the music does a great job of conveying the emotion and complementing the visuals whilst being the centre point that brings all the stories together.”
Sarah Bailey, MD of VMLY&R Melbourne & Sydney, said: “From the outset this campaign was epic in ambition and scope and we’re extremely proud of the final product.
“It required true partnership at every stage and we are excited to see it connect with Australians looking for a unique and fulfilling career in what is an increasingly critical industry for our country.”
Credits
Client: Defence
Chief of Navy: VADM Mark Hammond
Director General, Defence Force Recruiting: BRIG Duncan Hayward
Director Military Recruiting: GPCAPT Chris Ellison
Deputy Director Recruiting Attraction: WGCDR Fleur James
Recruiting Liaison Officer – Navy: CMDR Phil Smith
Deputy Recruiting Liaison Officer – Navy: LCDR Sarah West
General Manager: Justin Stanic
National Marketing Manager: Zerlina Burns
Navy Brand Portfolio Manager: Anjali Bakaya
Former Navy Brand Portfolio Manager: Jess Goggin
Navy Brand Senior Marketing Officer: Gemma Tait // Liam Walford
Staff Officer Recruiting Attraction – Navy: LEUT Alexandra Morthorpe
Creative Agency: VMLY&R
CCO: Paul Nagy
Group ECD: Jake Barrow
Creative Director: Kieran Moroney
Senior Copywriter: Jess Wheeler
Creative: Shane Geffen
Head of Design: Lewis Brown
Designer: Lewis Barnes, Simon Gray
Executive Producer: Rachel Rider
Production & Post-Production Production Company: DIVISION
Director: Jason Bock MD |
EP: Genevieve Triquet
Producer: Alice Grant
DOP: Jeremy Rouse
Underwater DOP: Rick Rifici
Aerial DOP: Peter Beeh
Production Designer: Lucinda Thomson
Costume Designer: Joanna Mae Park
Casting: Citizen Jane Casting
Offline: The Editors
Editor: Bernard Garry & Lily Davis
Assistant Editor: Shannon Michaels & Liam Riley
Post Producer: Liv Reddy & Charlotte Griffiths
Online: Fin Design
VFX Supervisors: Mikey Brown & Stuart White
Executive VFX Producer: Alastair Stephen
VFX Producer: Isabelle Howarth
Colourist: Fergus Rotherham
