Saatchi & Saatchi shows Army’s many faces

Saatchi & Saatchi’s Purpose Built recruitment campaign for the New Zealand Army draws on the organisation’s wide range of trades to show military life is about more than combat.

Each of the people featured in the TVC and online videos are in current service with the army.

“They were selected based on their personal stories, but also their ability to front a camera, which is harder than it looks. They come from a variety of trades within NZ Army, from vehicle mechanic to officer. We employ close to 5000 people in over 40 trades so we’ve got a pretty big pool to choose from,” the organisation says.

The ad was previewed on the Army Facebook page, which has 12,600 likes. It says a post about the ad got good reach – the post had 63 shares and 98 comments.

The Army says the online videos highlight a flexible career with sports, travel, social aspects, education and work/life balance.

The campaign also included radio, web banners and direct marketing.


Agency: Saatchi & Saatchi New Zealand

Client: New Zealand Defence Force – NZ Army, Major Marcus, Jessica Nikora, Chantal Fisher

Executive Creative Director: Antonio Navas
Creative Director: Mitch Alison
Creative Team: John Paul Twaalhoven & Watchara Tansrikeat
Agency Content Producer:  Anna Kennedy
Agency Digital Producer:  Sarah Kelliher
Designers: David Hunter, Francis Wu
Developers: Steven Ashby, Marek Suchanski
Business Director: Wendy Shrijvers
Account Director: Abi Jackson-Burks
Account Manager: Becky Kusel
Planner: Ian Hulme, Murray Streets
Production Company: Assembly
Director: Damon Duncan & Matt Von Trott 
Executive Producer: Amanda Chambers
Cinematographer: Ian McCarroll
Production Designer: Guy Treadgold
Lead Developer: Jeff Nusz
Editors: Alex O’Shaughnessy 
Music Composition: Pete Van der Fluit Liquid Studios
Audio Post: Craig Matuschka Liquid Studios

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