The Army Reserve had an image problem. People thought it was just the same as full-time Army, and that meant you needed to completely change your life to wear the uniform. We needed to show Australians that the Reserves was different – that you didn’t need to give up your career, studies or hobbies to join. And, we needed to capture all the excitement, adventure, fun and comradery that comes with it. The result was Your life, Plus ArmyReserve.
This was the first brand campaign for the Army Reserve in 5 years.
Sweetshop director Joel Harmsworth was entrusted to bring a dynamic and visually stunning campaign to life that not only unveiled the diverse equipment and people you’ll get to work with in the Army Reserve, but also capture the exciting and challenging environments you’ll get to experience.
Over 50 executions across cinema, TV, social and OOH were created to target different segments of the Australian public at different times. This was a huge, challenging but ultimately fun job to work on with so many talented people to thank.
Credits:
Chief Creative Officer – Paul Nagy
Executive Creative Director – Jake Barrow
Creative Director – Robyn Bergmann
Chief Creative Officer – Paul Nagy
Executive Creative Director – Jake Barrow
Creative Director – Robyn Bergmann
Creative Director – James Wills
Copywriter – Jack Harrison
Art Director (stills) – Bryce Waters
Managing Partner – Sarah Bailey
Head of Strategy – Craig Page
Senior Digital Strategist – Josh Swingler
Group Business Director – Adam Brami
Account Director – Maddi Cinque
Senior Account Manager – Rica Dezoller
Head of Integrated Production – Oliver Samuel
Senior Integrated Producer – Aaron Rocca
Head of Design – Lewis Brown
Designer – Meg Copp
Editor – Leigh Cooke
Executive Producer (Social) – Rachel Rider
Account Director (Social) – Cat Collins
Account Manager (Social) – Gab Sandel
Copywriter – Jack Harrison
Art Director (stills) – Bryce Waters
Managing Partner – Sarah Bailey
Head of Strategy – Craig Page
Senior Digital Strategist – Josh Swingler
Group Business Director – Adam Brami
Account Director – Maddi Cinque
Senior Account Manager – Rica Dezoller
Head of Integrated Production – Oliver Samuel
Senior Integrated Producer – Aaron Rocca
Head of Design – Lewis Brown
Designer – Meg Copp
Editor – Leigh Cooke
Executive Producer (Social) – Rachel Rider
Account Director (Social) – Cat Collins
Account Manager (Social) – Gab Sandel
Production: Sweetshop
Director – Joel Harmsworth
Managing Director – Edward Pontifex
Executive Producer – Greg Fyson
Producer – Nikolas Aulich
DOP – James Brown
Art Director – Tom Churchill Brown
Director – Joel Harmsworth
Managing Director – Edward Pontifex
Executive Producer – Greg Fyson
Producer – Nikolas Aulich
DOP – James Brown
Art Director – Tom Churchill Brown
Edit & Finish: ARC Edit
Senior Producer – Freya Maddock
Offline Editor – Graeme Pereira
Online Artist – Eugene Richards
Colourist – Fergus Rotherham
Senior Producer – Freya Maddock
Offline Editor – Graeme Pereira
Online Artist – Eugene Richards
Colourist – Fergus Rotherham
Sound Studio: Squeak E Clean
Executive Producer – Ceri Davies
Sound Engineer – Paul Le Couteur
Sound Engineer – Dee Gjedsted
Executive Producer – Ceri Davies
Sound Engineer – Paul Le Couteur
Sound Engineer – Dee Gjedsted
Music Composer – Jonny Higgins
Photography – Flint
Executive Producer – Tim Berriman
Photographer – Jonathan May
Producer – Natalie Loveridge
Executive Producer – Tim Berriman
Photographer – Jonathan May
Producer – Natalie Loveridge
Retouching: Limehouse
Library Photography: Flint
Photographer – David Maurice Smith
Camera Assistant – Mitchell Fong
Producer – Taryn Mueller
Photographer – David Maurice Smith
Camera Assistant – Mitchell Fong
Producer – Taryn Mueller