The New Zealand Defence Force (NZDF) needed a recruitment campaign that reflected the integrated role of its Royal New Zealand Navy, New Zealand Army and Royal New Zealand Air Force. It looked to attract clever, agile New Zealanders to a career within the Services in the hope of identifying future leaders. 

 

The target audience inspired our approach as we discovered that ‘purpose’ is now one of the key drivers for young New Zealanders when it comes to selecting a career path. Joining an organisation that will not only help them get on in life but also make a difference in the world, became a key insight.

 

The campaign ‘A Force for New Zealand’ encompasses the insight that ‘helping’ comes naturally to Kiwis (New Zealanders). We were able to spend time with inspiring people within each of the Forces and bring to life scenarios based on real experiences, with behind the scenes online films explaining more of the wider story.