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George Patterson Y&R, Melbourne aim to take fighter pilot recruits “Behind the Visor”


By Steven Raeburn, N/A

April 29, 2013 | 2 min read

George Patterson Y&R, Melbourne, has launched an interactive recruiting campaign for Defence Force Recruiting.

Ben Coulson of George Patterson Y&R was lead creative

The campaign, “Behind the Visor” was filmed in first-person by Air Force pilots, taking over a year to capture. It is intended to give applicants a trainee Fighter Pilot’s view of the training and life of a pilot.

The campaign fuses online with mainstream media delivery, with 45 videos embedded in Google maps and 150 interactions with multiple outcomes. They are designed to be immersive simulations of the four year fighter school program with the Air Force.

Ben Coulson, chief creative officer of Y&R Australia/New Zealand said: "Behind the Visor is by far our most comprehensive interactive project yet. Part film, part first person game, part interactive documentary & recruitment website.

“Every element was developed inside GPY&R and I think it beautifully represents our capability as a modern integrated agency."

Matt Farrugia, digital director added: "Behind the Visor offers an immersive, unique and engaging experience with story telling at the core. The journey unfolds with video and interactive challenges, all to excite ambitious prospective candidates.

“It's a sleek HTML5 project, made from 50,0000 lines of code, delivered entirely through the browser, making it super quick to load for a great user experience."


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