One of the biggest production missions we've ever embarked on, this fully integrated brand campaign portrays a broad picture of life in the Navy. Over 80 bespoke creative assets were developed for use across TV and cinema, OOH, radio, digital and social media. The campaign had an immediate impact - increasing applications by 50%.
Live a Story Worth Telling
An epic portrayal of the real-world impact you can make in a Navy career
Client
- Australian Defence Force Careers
Office
- Australia & New Zealand
When set the task of recruiting the next generation of Navy sailors from an ever-demanding talent pool, we needed to show just how fulfilling life at sea can be. And so 'Live a Story Worth Telling' was born. An epic, cinematic tale of purpose and contribution starring real Navy personnel who truly live their story every day.
Jake Barrow
Group Executive Creative Director.
The Royal Australian Navy had a myriad of roles open across their operation – on ships, in submarines and across land operations. With record low unemployment rates, coupled with a greater need to defend Australia and our interests further abroad – filling roles in the Navy has never been more critical.
We needed to show our audience the meaningful, purpose-driven careers on offer to truly represent the real-world impact that can be made from a life in the Navy, and the fun you can have along the journey. Therefore, it was critical we captured the Royal Australian Navy member’s individual and collective lived experiences, across a wide range of roles and scenarios.
We created ‘Live a Story Worth Telling' to show what the life lived by those in the Navy is truly like – both the big and small moments; the once-in a-lifetime and everyday experiences – to give potential recruits a real idea of what it’s like to lead a life at sea.
The campaign was told through the eyes of the diverse and extraordinary Royal Australian Navy crew. The largest campaign ever created by the Australian Defence’s Navy arm.
The launch of ‘Live A Story Worth Telling’ resulted in the creation of over 80 pieces of content which featured the many stories shared . The campaign debuted across national TV and cinema, OOH, radio, digital and social media. The stories captured portray a broad picture of life in the Navy, while also addressing specific questions potential recruits have asked, like “Is there time for a social life?” and “What’s life like on a submarine?”. Everything externally linked back to the Defence Force Recruiting website, which drives applications for new recruits.
50% increase in applications
847% increase in user visits to website
2,108% increase in organic search
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