The Australian Army
Recruitment Campaign
FUTURE YOU
Brief
The Australian Army is struggling to attract and retain officers. As a result, they requested a suite of posters to promote and inform soldiers about available officer positions.
This project proved intricate and sophisticated because of the deep running cultural divide between soldiers and officers. By leveraging the socio-political rift, I produced provocative concepts by challenging the status quo and the outdated cultural perceptions, promoting change within the institution to produce a compelling campaign. The aim was to prompt soldiers to re-evaluate their career pathway within Army. The client found the concepts too controversial and wanted a product more palatable. In response, I created Future You. A dynamic and inclusive representation of an evolving workforce as an officer.
Concept One: CHALLENGE THE STATUS QUO
Using reverse psychology and minimal, bold design, this poster uses a persuasion tactic that involves advocating a behavior different to the desired outcome.
Thought-provoking and distinctive, it encourages soldiers to rethink their career and position within Army and challenges them to step up.
The message is simple, yet memorable and impactful.
Concept Two: CHALLENGE THE STATUS QUO
The controversial nature of this poster plays directly on the cultural division between officers and soldiers. The term ‘digger’ is slang for an infantry soldier. Some pride themselves in being referred to as ‘diggers’, others find the term derogatory.
A fundamental aspect of infantry training is digging defensive dugouts.
The poster’s message uses shock advertising to encourage conversation/debate around the role of a soldier and to get them to consider becoming officers.
Future You
Concept Three: AN INCLUSIVE AND EVOLVING WORKFORCE
Don’t Become
an Officer
Keep Digging or Become an Officer
