Air Force invites Australians to imagine a career above the clouds, via VML

VML's new campaign for the Royal Australian Air Force breaks down misconceptions associated with joining the Air Force, using real-life flying footage as a draw for young Australians.

The campaign builds on the Air Force brand platform with an open invitation to every young Australian to experience the world that exists 'up there'.

It's the first work launched since the Defence Force took its creative and digital accounts to pitch. The lengthy pitch will run until September. VML has held the account since 2018.

Thomas Tearle, the CEO of VML Australia and New Zealand called out the "long-term partnership" in his comment on the new work.

"The latest campaign from our long-term partnership with Defence Force Recruiting will inspire a new cohort of young Australians to explore diverse careers in Air Force - from medical and intelligence roles, to aviation roles, and beyond, into space and cyber."

Shot by DIVISION, the film showcases the Air Force's fleet including F-35A Lightning II and F/A-18F Super Hornet jets, an E-7A Wedgetail early warning and control aircraft and a C-17A Globemaster heavy airlifter mixing single pilot and crewed assets. 

Each of these aircraft was filmed air-to-air from an L-39 jet with a high-definition gimbal camera, the first time this piece of technology has been used in Australia.

The integrated campaign launches with more than 100 assets, spanning TV and cinema, OOH, radio, digital and social. 

Credits:

Client: Defence

• Director General Defence Force Recruiting: CDRE Jan Wiltshire
• Director Military Recruiting: GPCAPT Chris Ellison
• Deputy Director Recruiting Attraction: WGCDR Fiona Van Der Snoek
• Deputy Director Recruiting Strategy & Engagement – Air Force: WGCDR
September Clare
• Staff Officer Recruiting Attraction – Air Force: SQNLDR Patricia Firth
• Staff Officer Recruiting Strategy & Engagement – Flight Sergeant Natalie
Cowell
• Head of Marketing: Justin Stanic
• National Marketing Manager: Zerlina Burns
• Brand Lead – Air Force: Tom Woods
• Marketing Officer – Air Force: Laura Rasmussen

Creative Agency: VML

• CCO: Paul Nagy
• Group ECD: Jake Barrow
• Creative Director: Robyn Bergmann
• Creative Director: James Wills
• Copywriter: Isabel Evans
• Art Director: Amanda Chen
• Head of Design: Lewis Brown
• Executive Producer: Rachel Rider
• Lead Producer: Stevi Russell
• Managing Director: Sarah Bailey
• Managing Partner: Vanessa Tout
• Group Business Director: Rhys Thomas
• Senior Account Director: Catherine Collins
• Account Director: Joy Hudson, Niall Morrison
• Account Manager: Russell Philip
• Strategy Director: Dan Brown
• Senior Strategist: Lauren Stoeckel