cummins&partners and RFDS recognised for pilot recruitment campaign
Sean Cummins: 'To have it recognised at the Australian Aviation Awards is proof that storytelling with purpose resonates at every level, from the pilots we wanted to reach to the broader aviation industry.'
The Royal Flying Doctor Service (Queensland Section) and cummins&partners have won Brand or Marketing Campaign of the Year at the 2025 Australian Aviation Awards for their recruitment campaign Life off Autopilot.
The campaign, created to address a national pilot shortage, highlighted the contrast between routine airline flying and the variety and purpose of flying for RFDS. It positioned the organisation as offering pilots an unpredictable but rewarding career, from landing at major airports to dirt strips and highways.
Written by the agency's founder and CCO Sean Cummins and directed by Andrew Englisch of SAFARI, the campaign generated strong interest from pilots nationwide, with applications increasing within days of launch.
The win also cements an expanded remit for cummins&partners with RFDS, with further campaigns in development.
Cummins said: “‘Life off Autopilot’ was more than a campaign, it was a rallying cry. To have it recognised at the Australian Aviation Awards is proof that storytelling with purpose resonates at every level, from the pilots we wanted to reach to the broader aviation industry.
"We find more joy and fulfilment in winning awards and plaudits with our clients in their industry than advertising awards. So we are rapt for RFDS.”
Carole Tokody, RFDS Queensland’s Chief Commerical and Corporate Affairs Officer, added: “We know how extraordinary our pilots are, and it was important that this campaign reflected the value they bring to our communities.
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"Winning this award not only validates that effort, it celebrates the unique role RFDS plays in aviation and healthcare across Queensland.”
The Australian Aviation Awards, now in their fourth year, recognise excellence across individuals, organisations, and campaigns, judged on innovation, leadership, creativity, and industry impact.
Credits
Client: RFDS Queensland Section
Director/Photography: Andrew Englisch, SAFARI
Agency: Cummins&Partners
Chief Creative Officer: Sean Cummins
Head of Strategy: Phil Pickering
Account Director: Lily O’Connell
Media Director: Johan Micheelsen
Media Manager: Ashley Szmerling
Executive Producer: Steven Tortosa
Creative Team: Vivienne Johnston, Alice Tran, Isabella Novak, Catherine Risbey
Studio & Post: Ed Croll, Emma Shaw, Aloysius Teo
