It wasn't too long ago Saatchi & Saatchi was showcasing the joys of life in the Air Force in an effort to drum up new recruits. And now it's taken to the water, with a new Navy campaign that "uncovers the extraordinary life of adventure, belonging and purpose that comes with being a sailor" and features a stirring rendition of the national anthem by New Zealand’s oldest living Navy veteran, 96 year-old Vince ‘Cyclone’ McGlone.
McGlone served in the New Zealand Division and the RNZN from 1932 to 1946 and was a gunner on HMS Achilles at the famous Battle of the River Plate, the first naval battle victory in the Second World War. And he still remembers and talks fondly about the amazing career he had with the Navy, which was full of travel to overseas ports, opportunities, rare experiences and belonging to a tight community.
For an organisation that still has to put 'declassified' on its emails before they can be sent to the outside world, The Defence Force has used social and digital media very well to talk to its target audience in the past. And that's continuing, with a close connection between this campaign, which was beautifully shot by Exit Film's Greg Wood, and the Navy Facebook page and website to let potential recruits delve deeper into Navy operations and the career opportunities that exist within the service.
Agency: Saatchi & Saatchi
Client: New Zealand Defence Force
Service: Royal New Zealand Navy
Client Contact: Commandar Nigel Philpott, Lieutenant Commandar Wayne Burtton, Jessica Nikora
Media Used: TV, Digital – banners and web experience, Facebook,magazine
Executive Creative Director: Antonio Navas
Creative Director/Copywriter: Slade Gill
Creative Group Head/Art Director: Brad Collett
Designer: Sam Stradwick
Producer: Loren Bradley
Production Company: Exit Films
Director/Film Co: Greg Wood
Producer/Film Co: Vivienne Jaspers
Music Compostion: Peter van der Fluit/Liquid Studios
Sound Design: Jon Cooper/The Coopers of Franklin Road
Executive Digital Producer: Haydn Thomsen
Digital Producer: Linda Krug
Interactive Designer: Peter Bardsley
Account Service: Wendy Schrijvers, Zoie Bache, Katy Greening