GPY&R Melbourne helps the Air Force do the impossible with new recruitment campaign
Impossible Airfield, an initiative created by George Patterson Y&R, Melbourne for Defence Force Recruiting, is a full-scale military operation that sets out to prove to the Australian public that the Air Force isn’t just a bunch of flashy pilots.
The three-part online series features 250 troops from a multitude of unsung roles, from plumbers and medics to cooks and logistics personnel, as they attempt the impossible: To travel to the middle of nowhere, build a fully operational airfield and land their largest aircraft, a C-17 Globemaster, in just 36 hours.
Each episode contains hotlinks that allow viewers to explore and learn more about the featured jobs from the troops themselves. This in-depth view of the mission serves not only as a documentary but also as an interactive recruitment ad.
Says GPY&R Melbourne creative director Chris Northam: “Impossible Airfield is the biggest, most ambitious project we’ve undertaken for the Defence Force. Watching the Air Force take on this challenge was a huge thrill. The leadership, the hardware, and the way they operate under pressure – it’s seriously impressive. Now hopefully when people think Air Force they won’t immediately think of Maverick and Goose.”
Says Kate Mathews, Air Force marketing manager: “This is a huge launch for Air Force, as it shapes a new era of long form content allowing the user an insight into what it is really like to be in the Air Force. This campaign will make people view Air Force differently, positioning it as a combat organisation ready to respond Anytime, Anywhere.”
Executive Creative Director: Ben Coulson
Creative Director: Chris Northam
Copywriter: Evan Roberts
Art Director: Chris Northam
TV Producer: Elizabeth Rocka, Sheridan Bott
Production company: @radical.media
Director: Zach Merck
DOP: Peter Eastgate
Editor: Owen Norling
Executive Producer: Ian Fowler
Post production: Heckler
Sound production: Nylon Studios
Digital Creative Director: Mark Addy
Digital Art Director: Nick Sellars
Digital copywriter: Phon Vongdara
Technical Director: Brendan McMahon
Frontend Developer: Dilshan DeSilva
Digital Producer: Jess Krt
Digital designer: Janna Mamar, Kota Matsuda, Stephanie Kafkaris
Group Account Director: Julian Bell
Account Directors: Leah Champion, Alice Mason
Account Manager: Jenna Stafford
Digital Account Director: Simon Bolger
Air Force Marketing Manager: Kate Mathews
Air Force Senior Marketing Officer: Tim Bowden
22 Comments
Would be impressive if it was shot in Afghanistan. A paddock in the top end seems like a fairly standard training drill, nothing too impossible about that.
That’s huge! (The idea I mean).
So gpy&r had the idea to build the airfield?
Definetely not what you’d expect from Air Force, which is a nice surprise… Production quality looks pretty damn good. Nice job I think.
Stan.
Yep. It was Northy and Evan’s idea. Whole thing started with a bet that the client couldn’t get it done. Agency picked the spot, Airforce got it done. Agency lost the bet, but got a great campaign.
That’s a cracker, Evan & Morth tits on fire!
Very nice, and just time for Cannes.
Big idea well polished. Well done to all involved – looks like half the agency.
Why do you need soldiers with guns running around the outback to build a runway?
Dunno, this is exactly the sort of thing I expect soldiers to be doing when they’re running around the outback.
Hey Ted. Could it be for the same reason a football team trains for a match, and you train to be in the real ad game by writing on blogs?
Since the editor, OWEN NORLING isn’t mentioned in the credite, and clearly OWEN NORLING did such as awesome job editing all this together, I’d like to propose three cheers for OWEN NORLING!
Hip hip….
Ted did you seriously just ask why a military organisation trains with weapons? Jesus.
I like what GPYR are doing with the Army client, pretty much every campaign on the blog is a good one these days.
It wasn’t long ago that you’d run a mile rather than work on it, as it was a creative dead end. Now i bet creatives in the agency would be queuing up to work on it. Big budget, high profile and creative.
Guess what I’m saying is well done to the suits for turning it around, not easy on big government clients with a million layers of approvals and a thousand rounds of research.
God a just said something nice about a suit, that fealt weird.
Wish I could say the same of my own suits, but I’m too busy making the 16th round of changes on the 29th debrief.. And they have all gone home as usual.
Especially OWEN NORLING haha. You still at Patts mate or Heckler?
This is great, the site is very simple but looks great – whatever happened to decent digital designers, think they’ve all gone to Patts…
The episodes are interesting and engaging to watch (thanks Owen)
The sound is great (I never get this level of quality out of Nylon)
Idea is sound too.
My only issue is it’s for the Air Force, armed forces…. bleck.
Will this air on TV?
Just watched the whole thing, liked it a lot, actually interesting content for a change, and delivered via a decent site.
Yeah, nice work Owen, great edit.
I like what GPYR are doing with the Army client, pretty much every campaign on the blog is a good one these days.
It wasn’t long ago that you’d run a mile rather than work on it, as it was a creative dead end. Now i bet creatives in the agency would be queuing up to work on it. Big budget, high profile and creative.
Guess what I’m saying is well done to the suits for turning it around, not easy on big government clients with a million layers of approvals and a thousand rounds of research.
God a just said something nice about a suit, that fealt weird.
Wish I could say the same of my own suits, but I’m too busy making the 16th round of changes on the 29th debrief.. And they have all gone home as usual.
A lot of comments about poor old Owen around the various ad sites. Stop moaning and contact any one of the numerous people who worked on it at Patts and the credits will surely be updated.
Apologies Owen, you are a fine editor and an even finer human. Stay sexy.
Northam and Roberts, could be a big year for you two. Make sure your passports are current.
Bloody Patts, just when we thought you were having a quieter year, Game Signature, Army Reserve, now this. Damn you!