Category

Award

CONFIDENCE/COURAGE/DETERMINATION

ClientAUSTRALIAN DEFENCE FORCE
ProductNAVY
EntrantGEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Type of EntryCorporate or Brand Itendity
CategoryPosters
TitleCONFIDENCE/COURAGE/DETERMINATION
Product/ServiceNAVY
Entrant Company:GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Design/Advertising Agency:GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Credits
Name Company Position
Ben Coulson George Patterson Y&R Executive Creative Director
Ant Simmons George Patterson Y&R Art Director
Alex Wadelton George Patterson Y&R Copywriter
Electric Art Typography
Julian Bell George Patterson Y&R Account Supervisor
Heather Pennell George Patterson Y&R Account Manager

Brief Explanation

The challenge is to recruit more people into submariner roles and Navy wanted to make sure that they increased the number of people that were enquiring into the submariner roles. They also wanted to combat the idea that being in a submarine is isolated and horrible by making this more of a challenge.

Describe the brief from the client:

The original brief from the client was to target female submariners. While working through the brief with them we decided to target all people interested in becoming a submariner.

Description of how you arrived at the final design:

We wanted to create a challenge to people who could be interested in this role, by making this job about discovering yourself and what you can achieve as a submariner. The final design was about creating a mystery while revealing something about your character.

Indication of how successful the outcome was in the market:

Navy received a slight increase in job enquiries from this campaign.