Breaking campaign: ‘From the Ground Up’
Defence Force Recruiting has launched a new content series for the Australian Air Force which examines the science of achievement as part of a unique partnership between Dentsu Mitchell, Tennis Australia, Network Seven and Australia’s fastest tennis server, Sam Groth.
The content series, produced by Dentsu Aegis Network sister agency The Story Lab, with neuro-science technology from Isobar, explores the question, ‘What makes someone the best at what they do?’
Titled From The Ground Up, and hosted by Aussie Tennis legend Todd Woodbridge, the series shows what happens when you bring Sam Groth, the world’s fastest tennis server, together with some of the best pilots in the world in a battle of physical and cognitive stamina.
The campaign, launched yesterday ahead of Sam Groth’s first game in the Australian Open, and content will be featured in the arena, in broadcast on Channel 7 and across digital and social platforms. The Australian Air Force will also conduct a fly-over of Melbourne Park this Saturday as part of the campaign.
Speaking about the campaign, David Hearn, Strategic lead at Dentsu Mitchell said, “Connecting with the youth market is difficult. Connecting with one which feels success is driven by external influences rather than internal talent is harder in the recruitment market. From the Ground Up explores if privilege or luck really play a part in success, or whether determination and belief are the defining force.””
Patricia Duffy, General Manager Marketing at Defence Force Recruiting, said the key to this great content series was exploring the analogies between the skills of a pro tennis player, and a pilot.
“This videos shows the viewer just how much skill and mental agility is involved in being an Air Force Pilot and is something a little different from what they will be used to seeing during the Australian Open broadcast. We just hope that Sam has recovered from his training with the Air Force ahead of his first big match today!”