Australian Defence Force launches 'Where It All Begins' via VMLY&R

16 February 2023

Media Agency: VMLY&R

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“Although around two-thirds of people claim to have heard of ADFA, most have a limited understanding of what it is."

The Australian Defence Force and VMLY&R – WPP’s brand and customer experience agency – have launched ‘Where it All Begins,’ a campaign that explores the truly unique learning experiences the Australian Defence Force Academy (ADFA) provides students through a combined university and Defence offering.

The campaign drives awareness of the key differentiators that make ADFA unique, and connects students interested in joining the Australian Defence Force to more online information on the program and application.

The launch will include a series of OOH and digital banner placements and a social media campaign featuring digital shorts to tell more personal, authentic and in-depth stories.


Brigadier Duncan Hayward, director general defence Force Recruiting, said: “Although around two-thirds of people claim to have heard of ADFA, most have a limited understanding of what it is.

"ADFA is where many of the Australian Defence Force’s best and brightest start their career.

"ADFA gives students a head start in their career and life - where else can you get a salary while you study and have a job lined up when you complete your studies?”

James Wills, creative director at VMLY&R, said: “There’s nowhere else like ADFA to study.

"You’ll combine a uni degree with military training. And get paid to do it. And have a guaranteed job when you graduate.

"For young Australians interested in a career in the Defence Force, ADFA really is where it all begins."




Defence Force Recruiting:

Justin Stanic (General Manager Attraction)

Zerlina Burns (National Marketing Manager)

Penelope Calvert (Senior Portfolio Marketing Manager – Tri-Service)

Clare Ravasini (Senior Marketing Officer – Tri-Service)

Marc Unger (National Social Media Manager)

Major Kenneth Bullman (A/Deputy Director Recruiting Attraction)

Fleur James (Wing Commander)

Squadron Leader Sharron Kinloch (Staff Officer Recruiting Attraction – Tri-Service)

Lieutenant Alexandra Morthorpe (Staff Officer Recruiting Attraction – Navy)

Captain Jake Rudge (Staff Officer Recruiting Attraction – Army)

Flight Lieutenant Patricia Firth (Staff Officer Recruiting Attraction – Air Force)

Australian Defence Force Academy

Lieutenant Colonel Daniel Wake (ADFA HQ)

Katrina Baldock, Chief of Staff and Operations Manager, University of New South Wales Canberra

Frank Larkin Student Recruitment and Outreach Manager, University of New South Wales Canberra



Sarah Bailey (Managing Director)

Rhys Thomas (Group Account Director)

Niall Morrison (Account Director)

Charlie Kuster (Senior Account Manager)

Dan Brown (Strategy Director)

Rachel Rider (Executive Producer)

Mel Herbert (Lead Producer)

Maddison Fricker (Junior Producer)

Jake Barrow (Executive Creative Director)

Robyn Bergmann (Creative Director)

James Wills (Creative Director)

Bryce Waters (Senior Art Director)

Blair Panozza (Senior Copywriter)

Lewis Brown (Head of Studio)

Lewis Barnes (Designer)

Aleksandar Janev – Lead Editor

Opie Sayner-Hassall (Film Content Producer)




Damon Cameron Director

Ben Scandrett-Smith Producer


Jonathan May Photographe

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