Bonds run deep in the Navy, Army and Air Force campaign via Clemenger BBDO, Wellington – Campaign Briefing


The New Zealand Defense Force is embarking on a new Clemenger BBDO recruitment drive, working closely with The Glue Society and Gladeye.

After the isolation of the pandemic, research shows that more than ever, young people are looking for relationships. They want a crew. To show that true belonging can be found in the Navy, Army or Air Force, the NZDF launched RUN DEEP. A new creative platform designed to show the connections forged by extraordinary experiences.

To prove it, RUN DEEP kicks off with the launch of CODEWORDS. Unexpected words that unlock the deepest bonds.

According to Brigid Alkema, CCO, Clemenger BBDO Wellington: “When we searched for our CODE WORDS, we had no idea what we would get. Having the opportunity to juxtapose the strength of our military with the plot of the CODEWORDS is a testament to our client’s confidence in this brave new direction. Because of what those who serve do and the experiences they share, they are more than just co-workers. Their ties are special. They are unbreakable.

CODEWORDS can be found in theaters, as social teasers, and on OOH. Scanning or tapping on each CODEWORD instantly unlocks the story behind it.

According to Lt. Col. Sandra Patterson, Director of Defense Recruiting, “Many of those who serve remember the campaign that was underway when they joined. Military advertising captures the spirit of the times. They tell a story about the generation they are trying to attract. CODEWORDS and the RUN DEEP platform are particularly poignant in a post-pandemic world where our audience is searching for true connection.

Pete Baker, Glue Society, says, “Through our 15 stories, we wanted to bring out people’s reality, heroizing them in an authentic, relatable and contemporary way. CODEWORDS gives our audience a new perspective on what it means to be in the NZDF.

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Creative Agency – Clemenger BBDO Wellington
Media Agency – WCO
Production Company – Revolver
Leadership Collective – The Glue Society
Director – Pete Baker
Photography – Derek Henderson
Digital design – Gladeye
Music – Cam Ballantyne, Beatworms


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