Client: Army Reserve

Campaign: Your Life, Plus Army Reserve

To get people to join the Australian Army Reserve (part-time version of the Army), we created a brand campaign to show Australians that they could have all the thrills and action full-time service, without the hefty commitment that requires them to give up careers, move cities or abandon Monday night pottery classes.

It’s Your Life, plus Army Reserve.

The campaign took people in their everyday clothes and flung them into Army scenarios, showing viewers that Reservists aren’t just soldiers, but office workers, lifeguards, nurses and students as well. And in their spare time, they operate drones, fire mortars and drive giant armoured vehicles.