Website Design at MPC

Irish Defence Forces - "A New Dawn 20s"

Rothco, part of Accenture Song

Rothco, part of Accenture Song Dublin 7, Irland

10517

Marke: Irish Defence Forces
Länder: Irland

Werbende: Irish Defence Forces

Titel	A New Dawn 20s
Agentur	Rothco, part of Accenture Song
Kampagne	A New Dawn
Werbende	Irish Defence Forces
Marke	Irish Defence Forces
Datum der ersten Ausstrahlung/Veröffentlichung	2017 / 3
Geschäftsbereich	Beamter, Wehrmacht und Polizei Einstellung
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.
Medientyp	Gaming
Länge	20 seconds
Mehr Informationen	http://anewdawn.ie/
Produktionsfirma	Red Rage Films
Post-Produktion	Windmill Lane
Agency Producer	Karina Cotter
Agency Producer	Margaret Levingstone
Executive Creative Director	Alan Kelly
Texter	Frances O’Rourke
Creative Director	Jonathon Cullen
Endbearbeitung	Gerry Cole
Etatdirektor	Katie Oslizlok
Kundenbetreuer	Aoife O’Shea
Strategie/Planung	Sarah Walsh
Digital Strategy	Catherine Halford Shaw
Digital Strategy	Emer Fitzgerald
Direktor Digital	Daire Lennon
Digitales Design	Stephen Flynn
2D Artist	Darach McHugh
Regisseur	Brian O’Malley
Produzent	Gary Moore
Post-production Supervisor	Sarah O’Carroll
Cutter	Philip Cullen
Ton	Mutiny
Website-Entwickler	Rothco, part of Accenture Song