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Department of National Defence (DND)

Recruitment has become a major focus of the Canadian Armed Forces (CAF) as they continue to support both national and international interests through military activities.

CLIENT

The Department of National Defence and The Canadian Armed Forces

INDUSTRY

Federal Government

PROJECT NAME

Awareness

YEAR

2021-2023

This Is For You

Challenge

Recruitment has become a major focus of the Canadian Armed Forces (CAF) as they continue to support both national and international interests through military activities. Unfortunately, snagging the right candidates is getting trickier. Obstacles like competition from other employers, misleading beliefs about military life, and shifts in the work world have made basic outreach efforts ineffective. That’s why the CAF aims to broaden awareness of military opportunities and connect with a wider range of people across Canada.

Solution

Feast rose to the challenge with “This Is For You,” a refreshing take on military marketing that shines a spotlight on everyday people and the moments that showcase their potential. From inspiring stories of resilience to tales of courageous actions, this innovative campaign is a testament to the human spirit and how one can use their unique qualities to make a difference in a military career.

A 90-second spot acts as the primary structure for the campaign’s creative outputs. Within the 90-second spot, we captured a variety of unique scenarios that could live on their own as 15-second and 6-sec spots. Photographic stills were captured on-set to extend outputs for the campaign. The 90s spot premiered in cinemas across Canada in English and French from February 25 to March 9, 2023, and was supported by OLV in digital, programmatic, and social media. Another phase of the campaign launched in April 2023 with the addition of DOOH.

Services Offered

Strategic planning and development
Full video production, including pre- and post-production
Design, copywriting, translation, and production coordination services
Financial management and reporting
Campaign planning and evaluation
Account management

Results

While results have not yet been compiled as the campaign is still in market, the creative has seen overwhelming positive responses from the CAF and the Department of National Defence teams.

SEE MORE OF OUR WORK

2015

LEDVANCE/SYLVANIA

The direct client for this campaign was SYLVANIA, though the marketing funds were supplied by Canadian Tire through a business development agreement. SYLVANIA holds a large share of the Canadian automotive lighting market because several cars come factory-equipped with their lighting systems.

Commercial