Client — Australian Defence Force
Agency — Host Havas Sydney
Role — Digital Creative Director
The Australian Defence Force (ADF) faced recruitment challenges as Gen Z's expectations for diversity, flexibility, and empathy grew. In response, Defence Force Recruiting partnered with Host/Havas to modernise its image and appeal to this new workforce. We revamped DFR's messaging, updated communication channels, and created apps to streamline the recruitment process.
Revamped messaging and communication channels for Gen Z audiences
Interactive multimedia game to test skills and simulate the job
ADF Fitness app personalising training for recruitment tests
Viral selfie lens on Snapchat
Exceeded recruitment targets with a strong return on investment
Australian Grand Effie Award — Defence Force Recruitment