VML launches final work for Australian Defence Force
VML has launched its last campaign for the Australian Defence Force, focusing on recruiting Navy submariners, marking the end of its six-year relationship.
As Australia looks to expand its submarine capability, including the introduction nuclear-powered submarines, ‘I am a Submariner’ hopes to recruit individuals “ready for the challenge”.
The work, which places submariners front and centre, aims to build a greater understanding of the role and generate interest in careers often overlooked because of their classified nature and misunderstood lifestyle.
The creative reveals the abilities, skills, and operations performed onboard a submarine.
“Submariners are the silent protectors of Australia, operating cutting-edge technology and gathering intelligence on classified missions, all while remaining undetected” said Commodore Jan Wiltshire, director general at Defence Force Recruiting.
“This advert reveals the human side of the submariner story, showcasing the purpose, pride, and adventure that define this career.”
VML creative director, James Wills, added: “Submariners are everyday people. You walk past them at the shops and sit next to them at cafes, but you’d never suspect they carry out secret missions all over the world. That was
the disconnect we needed to solve.
“By peeling the curtain back on this career, ‘I Am a Submariner’ reveals that everyday people are trained to do incredible things.”
The campaign marks the end of VML’s six-year partnership with the Australian Defence Force, after TBWA\Melbourne announced its win of the creative and digital account last month. The account was taken to pitch in February, per government requirements.
TBWA\Melbourne will spearhead all creative communications and digital services output, partnering with Omnicom stablemate Credera – a marketing transformation and tech specialist – to integrate advanced data and technology solutions. It will sit alongside CultureVerse in the agency village, with the two agencies tasked with collaborating on methodologies that will help connect with, and influence, multicultural audiences.
Thomas Tearle, CEO of VML AUNZ, said: “In this final major initiative of our six-year partnership with the ADF, we’re honoured to have contributed to inspiring the next generation of recruits for the Navy’s future submarine capability.”
The campaign is live across OOH, SVOD, social, and digital channels, accompanied by a presence on the ADF Careers website.
Credits:
Agency: VML
Executive Creative Director: Rich Williams
Creative Director: James Wills
Copywriter: Charlie Dejean
Art Director: Andrew Bao
Executive Producer: Rachel Rider
Lead Producer: Sarah Jane Sands
Chief Strategy Officer: Alison Tilling
Managing Director: Sarah Bailey
Managing Partner: Vanessa Tout
Group Account Director: Rhys Thomas
Senior Account Director: Sarah Latremoille
Senior Account Manager: Jess Osrin
Designer: Lewis Barnes
Lead Editor: Aleksandar Janev
Motion Art Director: Mitch Clark
Production: VML
Director: Stefan José
Director of Photography: Don Buppapirak
Composer: Dmitri Golovko @ DG Music
Colourist: Matt Fezz
Sound Engineer: Liam Annert
Sound House: Rumble Studios
Client: Defence Force Recruiting
Director General Defence Force Recruiting: Commodore Jan Wiltshire
Director Military Recruiting: Group Captain Chris Ellison
Deputy Director Recruiting Attraction: Wing Commander Fiona Van Der Snoek
Staff Officer Recruiting Attraction: Lieutenant Renee Clarke / Lieutenant Maxwell Stein
General Manager, Marketing: Fiona Boughton
National Marketing Manager: Zerlina Burns
Navy Brand Lead: Sonia Drew
Navy Marketing Officer: Shirley Stracchi
Social Media Lead: Inci Omay
Social Media Officer: Hannah Little
National Digital, CX & Social Media Manager: Marc Unger
Media: Universal McCann
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
ADF
Australian Defence Force
Commodore Jan Wiltshire
Defence Force Recruiting
James Wills
Jan Wiltshire
submarine
submariners
Thomas Tearle
VML
Have your say