Agency: George Patterson Y&R, Melbourne
Art Director: Chris Northam
Copywriter: Simon Bagnasco
Photographer: Andreas Smetana

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: The Navy is not made up of machines and weapons, but rather of people. It’s a team effort and that team not only includes those standing in-lock-step with you, but also the machines you use.
2. Affective: We want the viewer to feel aspired, but also inclusive.
3. Conative: Viewers should feel compelled to reach out to a recruiter or stop at a both the next time they see one.

Positioning
In the Navy, nothing is accomplished alone. To illustrate this, the campaign focuses on the brotherhood felt from being in the Navy by showing how individual people comprise what the Navy has historically been associated with; large machines of warfare. However, these massive machines cannot function without a large team working in unison. The Navy is not made up of a fleet of war ships, but rather of a fleet of soldiers.

Consumer Promise
No matter how advanced the machinery and technology, none of it will function without the soldier. In the Navy, you are an integral piece of a larger team working together for a common goal. Without you, without the team, nothing is accomplished.

ADDITIONAL EXECUTION

1. Visual: Soldiers comprise a submarine.
2. Copy: Navy. The Team Works.