New Zealand Defence Force recruits Special Wellington as new creative agency; launches new ‘Join a team you can count on’ campaign

Special Wellington has joined the New Zealand Defence Force recruitment frontline, alongside MBM following competitive creative and media pitches in late 2024.

The first recruitment campaign, ‘Join a team you can count on,’ has begun rolling out around the country, building on the brand platform ‘Run Deep’. It highlights how the Defence Force achieves epic every day through teams of every size, shape, and scale, proving that nothing exceptional is ever done alone.

The campaign has been developed and led by Special in collaboration with world-leading animation house Assembly, and in partnership with MBM for integrated media buying. A rousing hero film, OOH and a multitude of social films were all crafted exclusively from authentic moments of NZDF teams in action, captured from the plains of Waiouru to the vast ice shelves of Antarctica.

Says NZDF’s Director of Defence Recruiting, George Magdalinos: “The creative brings to the fore the sense of purpose, community and support that can be found within the Navy, Army and Air Force; values which we know the next generation of recruits is seeking.”

Says Special Executive Creative Director Mark Forgan: “From smaller moments to bigger missions, the campaign captures the power of people coming together. Every execution is designed to hero a different team within the NZDF, showing what can be achieved by two, to two hundred.”

Assembly Director Jonny Kofoed adds: “We lent into authenticity by leveraging NZDF’s rich collection of imagery and footage. Adding movement, lighting, and an editorial lens to give each film energy, dynamics and immersion. Making it feel like you’re right there in it with each team.”

Georgia McNaught, MBM’s Client Partner says: “We’re thrilled to have been appointed as the media agency to help drive consideration for a Defence career. Especially with a campaign that’s designed to expand at every touchpoint, by putting more and more of NZDF’s teams on display.”

The appointment marks just the third time in 16 years that the New Zealand Defence Force has chosen to entrust a new agency to support its marketing efforts, focusing on recruiting new candidates to embark on a Defence career.

Matt Barnes, Special Lead Business Partner, expressed the privilege felt by the agency for being entrusted with this work: “New Zealand Defence Force is recruiting one of the most important workforces in the country, so we’re honoured to have been trusted as its partner to support this pivotal mahi. It’s exciting to be a part of the team, and to have the first campaign out in the world.”

Adds Magdalinos: “The New Zealand Defence Force is built on the foundations of courage, commitment, comradeship, and integrity. We can see these same values echoed in Special and MBM’s approach, marrying experience and strategic thinking to create work that makes a difference.”

The NZDF joins Special Wellington’s growing roster of clients – both commercial, not-for-profit, and government partners. Special operates with creative, strategy and business management on the ground in Wellington and is proudly one of the panel providers for the All-of-Government (AoG) Creative and Media Services contract.

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