ASIA-PACIFIC – AUSTRALIA, MAY 20, 2013 – GPY&R Melbourne has launched an interactive campaign for Defence Force Recruiting that shows there’s more to the Australian Air Force than just flashy pilots.
‘Anytime. Anywhere’ rolls out in the form of an embedded, interactive film (supported by TV and cinema) where users are treated to a deeper look into the Air Force through clicking on some items to uncover hidden content, which include 3D projections of aircraft, personnel interviews, job information and live updates from men and women in service.
"This campaign is a brilliant example of where I think we are headed with film interaction," shares Ben Coulson, chief creative officer. "It genuinely amazes me that we can now make glossy brand ads that carry all the information of a complete campaign, can include hundreds of bespoke experiences and have limitless personalised calls to action. While this kind of project is mind bogglingly complex to execute, it’s a really exciting skill set for the agency to master."
CREDITS
Client: Defence Force Recruiting
Product: Air Force
Air Force Marketing Manager: Kate Mathias
Air Force Senior Marketing Officer: Tim Bowden
Agency: GPY&R Melbourne
Chief Creative Officer: Ben Coulson
Creative Director: Chris Northam
Art Director: Nicholas Sellars
Copywriter: Evan Roberts
Art Director: Paul Meates
Producer: Luisa Peters
Head of Digital: Matt Farrugia
Digital Producer: Jess Krt
Designer: Kota Matsuda
Lead Developer: John Wisolith
UX: Luke Tellefson
Director of Planning: Tom Ward / Mike Hyde
Client Service Director: Julian Bell
Account Director: Alice Mason
Senior Account Manager: Sally Borda
Production company: Prodigy
Director: Dael Oates
Production Co Producer: Serena Paull
Editor: Adam Wills
Post Production: Fin Design
Sound production: Paul Baxter, Risk Sound
Music: Dmitri Golovko
