Client: Army Reserve

Campaign: Your Life, Plus Army Reserve

To get people to join the Australian Army Reserve (part-time version of the Army), we created a brand campaign to show Australians that they could have all the thrills and action of the Army, without giving up their day jobs. To do this, we hinged everything on a simple idea. People doing Army stuff in the uniforms of their day jobs. We really just wanted to see a lifeguard in a tank to be honest.