Whether its the release of the latest version of Call of Duty or a news report on a war, the representation of the military in popular culture is regularly limited to shooting an assault rifle at some or other enemy. And yet, particularly in the New Zealand context, the role of military personnel is more often associated with helping those in need, whether local or abroad—and herein lies the primary focus of Saatchi & Saatchi's new campaign for the New Zealand Defence Force (NZDF).
Featuring scenarios based on real experiences in the forces complemented with behind-the-scenes online films explaining more of the story behind each event, the new campaign makes the point that helping comes naturally to Kiwis.
Here are the behind-the-scenes clips:
“We are extremely proud of the work that has been developed and the way it shares the real stories of our incredible men and women," says commander Wayne Burtton, the director of defence recruiting for NZDF. "The work also reflects the integrated role of the Navy, Army and Air Force for New Zealand. It brings to life the vision chief of defence, lieutenant-general Tim Keating has for NZDF – to be ‘A Force for New Zealand’.”
According to a release, the work has been developed on the basis of research that shows that young New Zealanders view it as important to work for an organisation that makes a difference in the world.
This concept of a higher calling has also previously featured prominently in the Purpose Built campaign, which drew attention to the various activities that Kiwis engage as members of the national defence force.
While the new campaign also provides an exhibition of the various roles available in the military, the focus has clearly shifted to helping others. And this is clearly evident in the line: "Together we protect what's important to us—our home, our waters, our own—and look out for those who need looking after."
This sentence is particularly impactful at a time when the Syrian crisis is at the centre of public debate.
The willingness of Kiwis to help others in need will clearly be put to the test over the next few months as New Zealand opens its doors to 600 additional refugees in a bid to assist the Syrian people who are fleeing the conflict.
That said, New Zealanders have already shown to be generous during the 'Forgotten Millions' campaign, which raised over $439,686 for the cause. The campaign was a collaborative effort between World Vision and the New Zealand Herald, and saw journalist Rachel Smalley travel to the war-torn area to cover the stories of the refugees living across Lebanon, Iraqi Kurdistan and Jordan.
And given Smalley's background in covering the tragedy, she is set to continue her involvement today as she hosts a debate on the merits and pitfalls of raising the refugee quota with a panel of guests including David Shearer, Susan Devoy and Shamubeel Eaqub from 12.00am to 1.00pm. This content will air on Newstalk ZB as well as being streamed through the Herald website.
Client: New Zealand Defence Force
Title: A force for New Zealand
Agency: Saatchi & Saatchi New Zealand
Production Company: Finch
Commander Wayne Burtton: Director of Defence Recruiting
Xanthe Prentice: Marketing Manager
Emma Wade: Marketing Coordinator
Elysia Johnston: Marketing Coordinator
Captain Karen Tribbe: Business Projects Officer
Amy Trlin: Design Manager
Agency: Saatchi & Saatchi New Zealand
Corey Chalmers & Guy Roberts: Executive Creative Directors
Slade Gill: Creative Director
Arnya Karaitiana: Senior Creative
Jane Oak: Head of Content
Joshua Forsman: TV Producer
Murray Streets: Director Strategic Planning
Wendy Schrijvers: Business Director
Brendon McLean: Senior Account Director
Abigail Skelton: Senior Strategist
Becky Kusel: Account Executive
Sarah Kelliher: Digital Production Director
Matt Couston: Digital Producer
Stanislav Konovod: Frontend Developer
Production company: Finch
Jae Morrison: Director
Corey Esse: Managing Director/Exec. Producer
Jimena Murray: Producer
Ginny Loane: Director of Photography
Tim Mauger: Editor
Pete Richie: Colourist
Post Production: Beryl
Andrew Timms: Founder/Exec. Producer
Hannah Walker: Post Producer
Audio Production: Liquid Studios
Peter van der Fluit: Composer
Craig Matuschka: Sound Design
Sarah Yetton: Audio Producer