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Integrated
Defence Force Recruiting: Air Force FM
GPY&R Melbourne created a direct mail job application that university engineering students had to build themselves. Candidates were sent a DM pack with everything they needed to construct a functioning radio. Except one thing, instructions.
Students proved their problem solving and technical skills; wiring, soldering and assembling the radio. Once complete, students tuned to Air Force FM, GPY&R Melbourne's dedicated radio station created just for this campaign. The station broadcast our ad on loop, instantly offering successful students a fast track to an exciting career.
Chief Creative Officer: Ben Coulson (GPY&R Melbourne) Related |
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