Recruiting new Submariners is a high-profile marketing objective for the Australian Defence Force. The challenge is two-fold: how do we get the attention of young Australians in a new way each time, and how do we talk about a career so secretive we can’t show it?
Here are some of the campaigns I led as creative director.
THE MISSION
THE ONLINE GAME THAT LET YOU ROLEPLAY THE ADF’S MOST SECRETIVE JOB
Australia needs to recruit submariners. Like, a lot of them. Trouble is, the role is so secretive you can’t show what they do. Our solution was to create a text-based roleplaying game that revealed everything you needed to know about being a submariner and nothing you didn’t.
I AM A SUBMARINER
LEAVING CLUES ALL OVER AUSTRALIA TO REVEAL WHAT A SUBMARINER CAREER IS REALLY LIKE
We can’t show what life is like on a submarine. So what if we leant into it? To talk up this highly classified role, we left a trail of clues on social and in OOH.
EXERCISE ARTEMIS
THE IMMERSIVE 360º AUDIO TOUR THAT GAVE POTENTIAL RECRUITS A SUBMARINE EXPERIENCE LIKE NO OTHER
We couldn’t take a camera on to a submarine - it’s highly classified. But they didn’t say anything about a microphone.
To reveal what a submarine mission is really like, we created an audio tour of a submarine in consultation with real submariners. And to make it as immersive as possible, we did it in 360º sound.
