This campaign transformed recruitment for the ADF, bringing Navy, Army and Air Force under a new masterbrand we created – ADF Careers.
Across hundreds of deliverables, the launch campaign showed that working in the ADF is more than just a job. It’s a career with purpose.
From initial creative territories and concept development to production oversight, campaign rollout and brand guidelines, it was a two-year process involving extensive stakeholder management.
After six months in market, the campaign exceeded every government performance benchmark, delivering the ADF's best recruitment results in decades. It's recently won a Gold Effie Award.
I led a team of writers to rewrite the entire ADF website – almost 300 pages – in a new tone of voice. The website refresh has increased conversion rates by 50%.
ADF Careers wanted to launch their new brand with impact. So we produced Australia’s first 3D billboards,
tailoring executions to the most impactful media sites in the country.
