New Zealand Defence Force - Lives with purpose

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Recruitment with a meaningful difference.

Traditional armed forces recruitment campaigns attempt to impress the viewer with high-action imagery and the promise of a life of adventure. But today’s recruits are drawn from an audience that look deeper.

They want to know how the military is going to enrich them. And in a job where everyone’s in uniform, what will that mean for their identity?

We broke the traditional mould of recruitment campaigns to show enrichment, support, confidence and empahsis on diversity through the eyes of real sailors.

After an exhaustive screening and interview process, we found Navy personel who embodied the profound personal change the Navy brings to its people.

We filmed their home towns, their families, discovered what drove them to enlist and showed the remarkable person they’ve become, for a recuitment angle our audience had never encountered before.

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