Australian Defence Force: FIGHTER PILOT - BEHIND THE VISOR [video]

Credits & Description:

Advertiser: AUSTRALIAN DEFENCE FORCE
Agency: GEORGE PATTERSON Y&R
Category: Best Use of Digital Media
Advertising campaign: FIGHTER PILOT - BEHIND THE VISOR
Copywriter: Alex Wadelton (George Patterson Y & R)
Account Director: Alice Mason (George Patterson Y & R)
Director: Craig Melville (Jungle Boys)
Lead Developer: Dilshan Desilva (George Patterson Y & R)
Marketing Manager: Kate Mathews (Defence Force Recruiting)
Senior Marketing Officer: Tim Bowden (Defence Force Recruiting)
Executive Creative Director: Ben Coulson (George Patterson Y & R)
Digital Producer: Jessica Krt (George Patterson Y & R)
Designer: Kota Matsuda (George Patterson Y & R)
User Experience: Luke Telefson (George Patterson Y & R)
Head Of Digital: Matt Farrugia (George Patterson Y & R)
Art Director: Nicholas Sellars (George Patterson Y & R)
Engineer: Paul Baxter (Risk Sound)
Art Director: Paul Meates (George Patterson Y & R)
Account Manager: Sally Borda (George Patterson Y & R)
Producer: Sherridan Bott (George Patterson Y & R)
Editor: Bill Irving (George Patterson Y & R)
Producer: David Curry (Jungle Boys)
Group Account Director: Julian Bell (George Patterson Y & R)
Strategy
Strange as it may seem, the Australian Air Force struggles to find recruits for the role of Fighter Pilot. The problem is, very few people know what it takes to become one, and fewer think they even stand a chance. So, we had to show them.Fighter Pilot: Behind the Visor is an unprecedented look through the eyes of a trainee Fighter Pilot, that shows how an everyday civilian can be turned into a top-gun. The entire project was filmed by real Air Force pilots on live exercises. Everything was filmed in first-person, with over 150 interactions resulting, and multiple outcomes to make it true to life. The end result is as close to becoming a Fighter Pilot as you can get, without leaving the ground.And if you showed that you had what it takes, you could sign up to let the real training begin.
Effectiveness
The Australian Defence Force prohibit the disclosure of any information pertaining to recruitment targets or military personnel.
Execution
45 first-person videos were embedded in Google maps to give users a birds-eye view of what was happening in the video, to the exact GPS co-ordinates. The videos were split into multi screen to simulate the split-second multi-tasking that is required of a Fighter Pilot, and often resulted in multiple outcomes to keep the experience as true to life as possible. Users were sent MMS and emailed course notes throughout the program. These were not only required reading to complete the exercise, but also brought the experience out beyond the desktop and into the user's world - coming at them from all angles.