Saatchi unveils new Defence Force campaign

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The New Zealand Defence Force launches a new recruitment campaign this week, aimed at attracting clever, agile New Zealanders to a career with the Navy, Army and Air Force to fill skill gaps and identify future leaders.

Created by Saatchi & Saatchi New Zealand, the new campaign is centred around the insight that helping comes naturally to New Zealanders, showing scenarios based on real experiences in the forces, with behind the scenes online films explaining more of the story behind each event.

The work is informed by research that showed that when it comes to selecting a career path, purpose is now one of the key drivers for young New Zealanders. They want to join an organisation that will not only help them get on in life, but will also make a difference in the world.

“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,” said Commander Wayne Burtton, 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’.”

Corey Chalmers, ECD of Saatchi & Saatchi NZ said, “It has been an absolute honour – both for me personally and the whole agency team – to work alongside each of the services in the creation of this campaign. The experience has given me the most profound respect for what the people of the Army, Navy and Air Force do for New Zealand.”

The campaign started on Sunday 6 September and is running on TV and online.

See the Navy 30sec spot at the top of the page

See Navy  Behind the scenes here

Army 30sec spot here

Air Force 30sec spot

Air Force Behind the scenes


Client: New Zealand Defence Force
Title: A Force for New Zealand
Agency: Saatchi & Saatchi New Zealand
Production Company: Finch
Advertiser: NZDF
Director of Defence Recruiting: Commander Wayne Burtton:
Marketing Manager: Xanthe Prentice
Marketing Coordinator: Emma Wade
Marketing Coordinator: Elysia Johnston
Business Projects Officer: Captain Karen Tribbe
Design Manager: Amy Trlin
Agency: Saatchi & Saatchi New Zealand
ECDs: Corey Chalmers & Guy Roberts
Creative Director: Slade Gill
Senior Creative: Arnya Karaitiana
Head of Content: Jane Oak
TV Producer: Joshua Forsman
Director Strategic Planning: Murray Streets
Business Director: Wendy Schrijvers
Senior Account Director: Brendon McLean
Senior Strategist: Abigail Skelton
Account Executive: Becky Kusel
Digital Production Director: Sarah Kelliher
Digital Producer: Matt Couston
Frontend Developer: Stanislav Konovod
Production company: Finch
Director: Jae Morrison
Managing Director/Exec Producer: Corey Esse:
Producer: Jimena Murray
Director of Photography: Ginny Loane
Editor: Tim Mauger
Colourist: Pete Richie
Post Production: Beryl
Founder/Exec Producer: Andrew Timms
Post Producer: Hannah Walker
Audio Production: Liquid Studios
Composer: Peter van der Fluit
Sound Design: Craig Matuschka
Audio Producer: Sarah Yetton

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