Navy: Lost In Translation

Military organisation, the Australian Defence Force, turned an unappealing job role into an in-demand one by pitting humans against AI in its advertising in Australia.

Campaign details

Brand: Royal Australian NavyBrand owner: Australian Defence Force (ADF)Entrant company: VMLY&R MelbourneIdea creation: VMLY&R MelbourneMarket: AustraliaSector: Military & emergency servicesMedia channels: Online video, Radio & audio, Social mediaBudget: Up to 500k

Executive summary

Over the years, the Australian Defence Force has maintained peace and prosperity in the region by employing young Australians with the aptitude and drive to serve our country. But some roles are harder to recruit for than others – like the Navy’s Cryptologic Linguist role. Our peace and prosperity hang in the balance...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands