Irish Defence Forces - "A New Dawn 20s"

Rothco, part of Accenture Song

Rothco, part of Accenture Song Dublin 7, Ireland

10508

Brand: Irish Defence Forces
Country: Ireland

Advertiser: Irish Defence Forces

Title	A New Dawn 20s
Agency	Rothco, part of Accenture Song
Campaign	A New Dawn
Advertiser	Irish Defence Forces
Brand	Irish Defence Forces
Date of First Broadcast/Publication	2017 / 3
Business Sector	State Employment, Forces & Police Recruitment
Story	‘A New Dawn’ is in fact the start of a clever recruitment campaign driven by the Irish Defence Forces and created by advertising agency ROTHCO. The campaign began last week with a teaser trailer similar to the type of advertisement people would normally associate with the launch of a major video game. Titled ‘A New Dawn’ the game’s teaser trailer received widespread attention as gaming aficionados attempted to establish its origins.But the real part of the campaign will be put into action tomorrow at the game’s launch. Visitors to the custom-built site who are expecting to find a game will instead find out they can play for real. A first-person interactive video will put skill, determination and courage to the test, ultimately determining if gamers have the right stuff to apply for the Defence Forces. "As a small neutral country, there's a lack of understanding amongst the Irish public as to what the defence forces do which has a knock on effect when it comes to recruitment” explains Katie Oslizlok Account Director at ROTHCO. “We were tasked with changing that perception, and in doing so, convince 5,000 18-24 year olds to apply for a career with the Defence Forces. We decided to shift brand perceptions by immersing young Irish men and women in the awesome reality of a career in the Defence Forces.” The interactive video uses a real soldier avatar to fully immerse game players in the reality of becoming a soldier in a platoon which is conducting a joint land, sea and air assault. The scenario, where every decision has a consequence, offers an unprecedented opportunity for players to appreciate the skill, determination and courage required of Defence Forces personnel as they conduct their basic training. At the end of the game players are directed to the recruitment website. The Defence Forces innovative approach to this year’s campaign is building on last year’s female focussed campaign that won a Silver Lion at Cannes Festival of Creativity.
Media Type	Gaming
Length	20 seconds
More Information	http://anewdawn.ie/
Production Company	Red Rage Films
Post Production	Windmill Lane
Agency Producer	Karina Cotter
Agency Producer	Margaret Levingstone
Executive Creative Director	Alan Kelly
Copywriter	Frances O’Rourke
Creative Director	Jonathon Cullen
Finishing	Gerry Cole
Account Director	Katie Oslizlok
Account Manager	Aoife O’Shea
Strategy/Planning	Sarah Walsh
Digital Strategy	Catherine Halford Shaw
Digital Strategy	Emer Fitzgerald
Digital Director	Daire Lennon
Digital Design	Stephen Flynn
2D Artist	Darach McHugh
Director	Brian O’Malley
Producer	Gary Moore
Post-production Supervisor	Sarah O’Carroll
Editor	Philip Cullen
Sound	Mutiny
Website Developer	Rothco, part of Accenture Song