Saatchi and Defence Force share ‘no-stereotypes’ fitness test app with all Kiwis

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Saatchi & Saatchi and the NZ Defence Force are helping recruits to get ‘Force-Fit’ in preparation for the entry level fitness test – via an innovative mobile app packed with training expertise from the armed forces.

The app will also be made available to the public as a free download for both Android, iPhone and in PDF form.

“It was important to present the Force Fit app in a way that stayed well clear of military stereotypes – boot camps, drills and all that no-pain no-gain rubbish,” said Saatchi Creative Director Slade Gill. “This is about a modern, forward-thinking Defence Force sharing their fitness expertise with everyday Kiwis … and doing it in an inclusive, accessible way.”

The NZDF is by necessity, one of the country’s fittest organisations. Despite excellent fitness levels amongst the active members of the armed forces, recruiters around the country have observed a growing number of young New Zealanders, interested in joining the NZDF, but not achieving the entry level fitness test.

“Fitness is a really important issue for us,” says the Chief of Defence Force, Lieutenant General Tim Keating. “On any given day our people might be asked to push themselves and their equipment to their very limits as they respond to a crisis or catastrophe at home or abroad. So it’s something we take seriously and we make sure our people have the support they need to help keep them in top condition.

“Defence Force personnel are passionate about New Zealand, that’s why they have committed to doing the extraordinary task of serving and working to keep New Zealand secure. We can see that keeping fit and staying healthy is a growing struggle for many New Zealanders, so we felt an obligation to do something that would not only help prepare our recruits, but could also inspire the whole country to join us in making fitness their mission.

The Force Fit app’s six week programme will help new NZDF recruit candidates get ready to take their initial fitness tests to join the Navy, Army or Air Force.

It will also provide support to anyone wanting to improve their fitness levels and get into a good routine. The app is simple to use and is suitable for any fitness level. Best of all, it doesn’t require any expensive equipment or even a gym membership. It offers a back to basics, simple approach that the NZDF use every day to keep their force fit, and now, it’s accessible to all New Zealanders.

As part of NZDF’s ongoing Force-Fit campaign, a launch video clip, bus adshels, outdoor exercise events and ambient signage will also be appearing around the country from today to help encourage the nation to get outdoors and get active, with the support of the app.

NZDF Physical Training Instructors (PTIs) will also be on hand at the Fidelity Life Corporate Challenge series of events taking place in Christchurch, Wellington and Auckland this month.

Download the Force-Fit app from Google Play or App Store.


New Zealand Defence Force 

Director of Defence Recruiting: Commander Wayne Burtton
Marketing Manager: Xanthe Prentice
Marketing Coordinator: Elsie Boss
Marketing Coordinator: Chantal Fisher
Business Projects Officer: Captain Karen Tribbe

Saatchi & Saatchi

Executive Creative Director: Corey Chalmers
Executive Creative Director: Guy Roberts
Creative Director: Slade Gill
Senior Art Director: Arnya Karaitiana
Senior Digital Creative: Neill McAlpine
Senior Copywriter: Dave Sylvester
Senior Designer: Ross Davies
Senior Designer: Rob Flynn
Art Director: Emily Drake
Copywriter: John Paul Twaalfhoven
Digital Production Director: Lorraine Guerin
Senior Strategist – Digital: Ian Hulme
Senior Account Manager: Alexis Mousse
Digital Producer: Tim Turner
Flash Developer: Steven Ashby
Agency Producer: Anna Kennedy
Animation: Tomas Cottle
Studio Manager: Tias Somers
Retoucher: Nick Browne
Mac Operator: Pip Reeves
Business Director: Wendy Schrijvers
Senior Account Director: Abi Jackson Burks
Senior Strategist: Abigail Skelton
Account Executive: Becky Kusel
Digital Client Director: Fee McLeod
Communications Director: Isobel Kerr-Newell

Application Developers – Roam Creative Limited 

Directors: Ben Morreau, Chris Moore
Developers: Zac Adams, Josh van den Heever


Media Planner: Tamara Robinson
Video Production Company: Gorgeous Films
Executive Producer: Edwina Monaghan –
Rowan Webb – Director
Camera Team: Ollie Dale, Kent Belcher, Fabio Oliveira, Zac Blair
Editor: Zac Blair

Video Sound Design – Liquid Studios

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