Australian Defence Force Film, Digital ANYTIME. ANYWHERE [Video], 1 by GPY&R Melbourne

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ANYTIME. ANYWHERE [Video], 1

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Industry Government & Other Authorities
Media Film, Digital, Interactive & Mobile
Market Australia
Agency GPY&R Melbourne
Director Dael Oates
Executive Creative Director Ben Coulson
Art Director Paul Meates, Nicholas Sellars, Chris Northam
Producer Serena Paull
Editor Adam Wills
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Craft; User experience Bronze

Credits & Description

Type of entry: Craft
Category: User experience
Advertiser: DEFENCE FORCE RECRUITING
Product/Service: AUSTRALIAN AIR FORCE
Agency: GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Executive Creative Director: Ben Coulson (GPY&R)
Writer: Evan Roberts (GPY&R)
Art Director: Chris Northam (GPY&R)
Art Director: Nicholas Sellars (GPY&R)
Art Director: Paul Meates (GPY&R)
TV Producer: Luisa Peters (GPY&R)
Director: Dael Oates (Prodigy)
Producer: Serena Paull (Prodigy)
DOP: Peter Eastgate (Prodigy)
Editor: Adam Wills (Prodigy)
Post Production: (Fin Design)
Sound Design: Paul Baxter (Risk Sound)
DG Music: Dmitri Golovko (Music)
Digital Designer: Kota Matsuda (GPY&R)
Frontend Developer: John Wilosith (GPY&R)
Digital Producer: Jessica Krt (GPY&R)
Account Director: Alice Mason (GPY&R)
Account Manager: Sally Borda (GPY&R)
Marketing Officer: Tim Bowden (DFR)
Marketing Manager: Kate Mathews (DFR)
Brief Explanation
"Anytime. Anywhere." A multi-channel campaign integrated into one film.
Following a story of a mission scramble, we not only showcased everything the Air Force has to offer, but also allowed users click on any item of interest within the film and find what normally would have been in press, radio, TVCs and digital ads.
The brand film was the campaign.
Literally everything was clickable. Items users could discover were in-scene interviews , 3D renders of aircraft as well as job role information which took candidates all the way through to enquiry.
"Anytime. Anywhere" had become "Anytime. Anywhere. Anything."