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July 8, 2010
By ABCIS Melanie Schinkel
DEFENCE Force Recruiting's latest
Navy campaign has taken out the Big
Apple's top gong for print advertising
at an annual festival hosted in China
'Be Part of Something Bigger', also
known as the 'Human Ship' campaign,
was awarded gold in the print category
at the New York Festival's International
Advertising Awards held in Shanghai on
The category honours the best ads in
print media, which is one of the oldest
forms of advertising.
Art Director from George Patts Y&R,
Chris Northam, who worked with DFR
on the campaign, said festival entrants
were judged against advertising-indus-
try standards and 'Be Part of Something
Bigger' was awarded gold thanks to its
communicability and aesthetic poise.
"The fact that this campaign has been
embraced by both the ADF and the inter-
national advertising industry is a testa-
ment to the strength of the creative idea,"
Mr Northam said.
Honouring the best media work
from more than 70 countries for about
53 years, the New York Festival's
International Advertising Awards were
judged by a jury of professionals from
around the world, recognised as leaders in
their respective fields.
DFR's 'Be Part of Something Bigger'
campaign competed against Skins Cycle,
Peugeot 407 3D Sat Nav and another
DFR campaign called 'Ping', which was
designed to assist in the recruitment of
Navy Marketing Manager, Kate
Mathews, said the 'Be Part of Something
Bigger' idea served to remind audiences
that the Navy comprised people -- not just
hardware and technology.
"People are the engine room of the
Navy and every member of the team is
vital to its success," Ms Mathews said.
"The 'human ship' is a perfect dem-
onstration of the sense of pride shared by
"A new television commercial using
the human ship concept will complete the
current successful suite of DFR TV ads.
"It will give viewers an insight into a
secret and solemn world where history
and tradition meet cutting-edge technol-
ogy and teamwork."
As a gold award winner at the festival,
the campaign is now eligible to compete
in the New York Festival's Grand Prix
A second accolade followed the
week after the New York Festival, when
the campaign took out a Bronze Lion
in the 2010 Cannes Lions International
Advertising Festival awards. The Cannes
Lions are considered the most prestigious
To see the online execution of 'Be Part of
Something Bigger', visit www.defencejobs.
'Human Ship' takes out the gold
GOLD: Chris Northam, Art Director George Patts Y&R, and DFR's LEUT
Lauren Rago with the Gold Trophy in Print for the DFR 'Be Part of Something
Bigger' Navy campaign at the New York Festival's International Advertising
HUMAN SHIP: DFR's 'Be Part of Something Bigger' campaign was awarded gold in the print category at
the New York Festival's International Advertising Awards held in Shanghai on June 11.
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