Client: Australian Army

Campaign: Precision is Everything

Air Dispatchers in the Army are required to air drop supplies onto very exact locations. A little too far in any direction, and supplies could drop into a lake, down a cliff, or into the hands of the enemy.

To show how precision is everything for Air Dispatchers, we took famous phrases based around locations, and gave them the Air Dispatcher makeover, replacing broad place-names with real, actual, hyper-specific coordinates, showing the job’s not just about lugging big crates out of planes – it’s about finesse.

This ran on social, digital, and as posters in recruitment centres.