Marketing Featured ANZ

This campaign by VMLY&R reminds aspiring military students that career starts in ADFA

Australia Military academy Australian Defence Force Academy (ADFA), an affiliate of military organisation Australian Defence Force, has launched a campaign titled ‘Where It All Begins’ to showcase the unique educational opportunities it offers for aspiring military students.

In partnership with WPP’s brand and customer experience agency VMLY&R, the 30-second campaign highlights the learning environment that students can experience, including university set-up and on-ground experiences with the defence’s professionals. It also presents the benefits of their program, including the funded degree and salary offered whilst studying.

Brigadier Duncan Hayward, director general at defence force recruiting, said that despite people’s claims of knowing ADFA, many are still unaware that ADFA is the academy that has produced Australian Defence Force’s ‘best and brightest’.

James Wills, creative director at VMLY&R, added, “There’s nowhere else like ADFA to study. You’ll combine a uni degree with military training. And get paid to do it. And have a guaranteed job when you graduate. For young Australians interested in a career in the Defence Force, ADFA really is where it all begins.”

Other works from the campaign will include an OOH series, digital banner placements and social media campaigns to feature more personal, authentic and in-depth stories.

In a recent leadership series by MARKETECH APAC, CEO of VMLY&R ANZ Thomas Thearle shared his leadership style for the agency, where he talked about how success is built from the inside out. 

“The initiatives we put in place to keep our team engaged and motivated through this process were firstly to get the right leadership team in place,” as shared by Thomas.