This campaign transformed recruitment for the ADF, bringing Navy, Army and Air Force under a new masterbrand we created – ADF Careers.
Across hundreds of deliverables, the launch campaign showed that working in the ADF is more than just a job. It’s a career with purpose. From initial creative territories and concept development to production oversight, campaign rollout and brand guidelines, it was a two-year process involving extensive stakeholder management.
After six months in market, the campaign exceeded every government performance benchmark, delivering the ADF's best recruitment results in decades. It’s recently been nominated for an Effie Award.
Andy led a team of writers to rewrite the entire ADF website – almost 300 pages – in a new tone of voice. The website refresh has increased conversion rates by 50%.
ADF CAREERS
Just a cool BTS moment, watching how action movies are made.
A 60 second film launched the campaign with energy, while 15 second spots told quieter, individual stories, highlighting how everyday work tasks mean more in the ADF.
Leaving the office
IT network
Working after hours
Teamwork
Delivering packages
Working with Adam Fergusson, our very own Aussie editorial war photographer, was something else. Every shot captured the epic experiences a career in the ADF offers, revealing the raw humanity of people behind the uniform.
