Stephen Flynn
Website Design at MPC
TituloA New Dawn 20s
Agência
Campanha A New Dawn
Anunciante Irish Defence Forces
Marca Irish Defence Forces
Data da primeira Transmissão/Publicação 2017 / 3
Sector Empresarial Recrutamento de Funcionários Públicos, Polícia e Forças Armadas
História ‘A New Dawn’ is in fact the start of a clever recruitment campaign driven by the Irish Defence Forces and created by advertising agency ROTHCO. The campaign began last week with a teaser trailer similar to the type of advertisement people would normally associate with the launch of a major video game. Titled ‘A New Dawn’ the game’s teaser trailer received widespread attention as gaming aficionados attempted to establish its origins.But the real part of the campaign will be put into action tomorrow at the game’s launch. Visitors to the custom-built site who are expecting to find a game will instead find out they can play for real. A first-person interactive video will put skill, determination and courage to the test, ultimately determining if gamers have the right stuff to apply for the Defence Forces.
"As a small neutral country, there's a lack of understanding amongst the Irish public as to what the defence forces do which has a knock on effect when it comes to recruitment” explains Katie Oslizlok Account Director at ROTHCO. “We were tasked with changing that perception, and in doing so, convince 5,000 18-24 year olds to apply for a career with the Defence Forces. We decided to shift brand perceptions by immersing young Irish men and women in the awesome reality of a career in the Defence Forces.”
The interactive video uses a real soldier avatar to fully immerse game players in the reality of becoming a soldier in a platoon which is conducting a joint land, sea and air assault. The scenario, where every decision has a consequence, offers an unprecedented opportunity for players to appreciate the skill, determination and courage required of Defence Forces personnel as they conduct their basic training. At the end of the game players are directed to the recruitment website.
The Defence Forces innovative approach to this year’s campaign is building on last year’s female focussed campaign that won a Silver Lion at Cannes Festival of Creativity. 
Tipo de Mídia Gaming
Comprimento
Mais Informações http://anewdawn.ie/
Produtora
Pós produção
Produtor da agência
Produtor da agência
Director executivo criativo
Redator
Director criativo
Finishing
Director de contas
Account Manager
Strategy/Planning
Digital Strategy
Digital Strategy
Digital Director
Digital Design
2D Artist
Realizador
Produtor
Post-production Supervisor
Editor
Som
Website Developer Rothco, part of Accenture Song

People related to this work

Anúncios relacionados

Trending

Create a free Talent profile and become a member of AdForum

Get Started