Army Reserve hadn’t launched a major campaign in over 2 years. Army Reserve needed to raise awareness on a mass scale.
In its first major brand campaign since Defence Force Recruiting returned to the agency, VMLY&R created ‘Your life, plus Army Reserve’. The energetic campaign demonstrates that you don’t need to give up your lifestyle, your career, your day job or your studies to join the Army Reserve.
Sweetshop director Joel Harmsworth was enlisted to bring a dynamic and visually stunning campaign to life that not only unveiled the diverse equipment and people you’ll get to work with in the Army Reserve, but also capture the exciting and challenging environments you’ll get to experience.
Over 50 executions across cinema, TV, social and OOH were created to target different segments of the Australian public at different times.