Hidden abilities of ADF’s Submariners revealed in new ‘I Am a Submariner’ campaign via VML Aus

ADF Careers in collaboration with VML Australia, has launched a new recruitment campaign ‘I Am a Submariner’, revealing submariners are ordinary individuals who choose to do the extraordinary.

As Australia expands its submarine capability, including introducing nuclear-powered submarines, the Navy seeks ambitious individuals ready for this unique challenge. This work aims to build a greater understanding of the role and generate interest in submariner careers, often overlooked because of their classified nature and misunderstood lifestyle.

“Submariners are the silent protectors of Australia, operating cutting-edge technology and gathering intelligence on classified missions, all while remaining undetected” says Commodore Jan Wiltshire, director general, Defence Force Recruiting. “This advert reveals the human side of the submariner story, showcasing the purpose, pride, and adventure that define this career.”

The creative places real submariners front and centre, revealing their incredible abilities, skills, and operations performed onboard a submarine.

Says James Wills, creative director at VML: “Submariners are everyday people. You walk past them at the shops and sit next to them at cafes, but you’d never suspect they carry out secret missions all over the world. That was the disconnect we needed to solve. By peeling the curtain back on this career, “I Am a Submariner” reveals that everyday people are trained to do incredible things.”

Says Thomas Tearle, CEO of VML AUNZ: “In this final major initiative of our six-year partnership with the ADF, we’re honoured to have contributed to inspiring the next generation of recruits for the Navy’s future submarine capability.”

I am a Submariner will run across OOH, SVOD, social media, and digital, accompanied by a robust presence on the ADF Careers website.

Agency: VML
Executive Creative Director: Rich Williams
Creative Director: James Wills
Copywriter: Charlie Dejean
Art Director: Andrew Bao
Executive Producer: Rachel Rider
Lead Producer: Sarah Jane Sands
Chief Strategy Officer: Alison Tilling
Managing Director: Sarah Bailey
Managing Partner: Vanessa Tout
Group Account Director: Rhys Thomas
Senior Account Director: Sarah Latremoille
Senior Account Manager: Jess Osrin
Designer: Lewis Barnes
Lead Editor: Aleksandar Janev
Motion Art Director: Mitch Clark

Production: VML
Director: Stefan José
Director of Photography: Don Buppapirak
Composer: Dmitri Golovko @ DG Music
Colourist: Matt Fezz
Sound Engineer: Liam Annert
Sound House: Rumble Studios

Client: Defence Force Recruiting
Director General Defence Force Recruiting: Commodore Jan Wiltshire
Director Military Recruiting: Group Captain Chris Ellison
Deputy Director Recruiting Attraction: Wing Commander Fiona Van Der Snoek
Staff Officer Recruiting Attraction: Lieutenant Renee Clarke / Lieutenant Maxwell Stein
General Manager, Marketing: Fiona Boughton
National Marketing Manager: Zerlina Burns
Navy Brand Lead: Sonia Drew
Navy Marketing Officer: Shirley Stracchi
Social Media Lead: Inci Omay
Social Media Officer: Hannah Little
National Digital, CX & Social Media Manager: Marc Unger

Media: Universal McCann