NZ Army - 'Purpose Built'

Saatchi & Saatchi New Zealand launches new integrated campaign aimed at changing public perceptions of military life.

Auckland - The NZ Army is purpose built to take on any challenge, from peace keeping to disaster relief and humanitarian operations. And with over 40 specialist roles to choose from, it’s also an employer that is purpose built for you.

Our new integrated campaign gives an insight into the motivations behind our dedicated team, showing why they’re committed to doing what they do.

To change stereotypical perceptions of military life, the campaign highlights recent examples of the Army at work, showing that it’s so much more than combat. The journey then takes the viewer to an online video that gives them a deeper insight into wider Army life, showing that it’s a flexible career with travel, sports, a social side, education and work/life balance all built in.

Radio, online banners, eDM and social media then elaborate on the variety of roles available.

The completion of this campaign has been a huge logistical undertaking, but we’re proud to have got there. After all, the NZ Army is purpose built for anything.


Agency: Saatchi & Saatchi New Zealand
Client: New Zealand Defence Force – NZ Army, Major Marcus Linehan, Jessica Nikora, Chantal Fisher
Executive Creative Director
: Antonio Navas
Creative Director
: Mitch Alison
Creative Team
: John Paul Twaalhoven & Watchara Tansrikeat
Agency Content Producer
:  Anna Kennedy
Agency Digital Producer
:  Sarah Kelliher
David Hunter, Francis Wu
Steven Ashby, Marek Suchanski
Business Director:
Wendy Shrijvers
Account Director
: Abi Jackson-Burks
Account Manager
: Becky Kusel
: Ian Hulme, Murray Streets
Production Company
: Assembly
: Damon Duncan & Matt Von Trott
Executive Producer
: Amanda Chambers
: Ian McCarroll
Production Designer
: Guy Treadgold
Lead Developer:
Jeff Nusz
: Alex O’Shaughnessy
Music Composition
: Pete Van der Fluit / Liquid Studios
Audio Post
: Craig Matuschka /  Liquid Studios

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