Agency Network: 
May 2011
Royal Australian Navy:  Confidence


Print advertisement created by Y&R, Australia for Royal Australian Navy, within the category: Professional Services.


What will surface as a submarine?

Advertising Agency: GPY&R, Melbourne, Australia
Executive Creative Director: Ben Coulson
Art Director: Ant Simmons
Copywriter: Alex Wadelton
Producers: Jonathon Eadie, Lauren Rosen
Account Director: Julian Bell
Agency Producer: Sam Joy
Retouchers: Innes Robins, Bruce Bigelow
Photographer: Josh Tam
Typographer: Bruce Bigelow
Account Manager: Heather Pennell
Production: Electric Art
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Highest Rated

bakamono's picture

Sorry this looks like a tomb to me.

Activity Score 998

because therefore it is

abdeLooK's picture


Activity Score 250
Graphic Designer at Lyon, France
Church Money's picture

This ad is interesting visually, and the copy ties everything together well. Good job

Church Money
Activity Score 76
Art Director
Boxey's picture


Activity Score 8875
Melaleuca In-House
atb2005's picture

Fail. Those who like this should ask themselves the question "Will this campaign help attract new recruits?" Very unlikely.

Activity Score 13547
arke1's picture

You're doesn't do a very good job of this. The visual is great though.

Activity Score 235
Art Director |

Phillhb's picture

Thank god, i thought i was the only person on here who actually cared whether it will actually help with the clients objectives!

I don't even think its a good idea, to be honest, it has been done before

Activity Score 377
jackblack's picture

What will surface as a submarine? A submarine of course.

Activity Score 2363
Art Director
bhuvneshwar.chd's picture

visual clearly goes with the . . . word CONFIDENCE

move ahead with full confidence. Royal Australian Navy. good work.

Activity Score 989
Graphic Designer at artist, illustator, designer |

"If you are irritated by every rub, how will you be polished?"
— Rumi

fala fulani's picture

I think the visual is ok, but the copy let it down.

fala fulani
Activity Score 252
Creative Director at Mediaedge BBDO
jackmancer2017's picture

Art director gone wild! For the concept, it just hinges on the word 'surface'. And as said above, I too doubt this'll lead to many recruits.

Activity Score 6992
Copywriter at Editor/Student
MidasTouch's picture

If it's to recruit new people in the marine army, I don't know if it will work: it's scary to me (but maybe for big boys it's exciting)! xD
great visual and AMAZING typography job.

Activity Score 1024

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

Manoma's picture

Splendid !!

Yes MidasTouch : i think you are right, but the role of this type of announcement is also to make a selection.

In that way, i remember, an Recrutement announcement for the London Police,

showing a Punk spiting on Policeman face, which one was staying straight an calm,

and the body,was saying something like :

"if you are able to endure this, you can send your candidature..."

(if somebody got it, i search it since a long time ;^)

Activity Score 1108
bakamono's picture

Sorry this looks like a tomb to me.

Activity Score 998

because therefore it is

shahidali's picture

Word game for war heroes?

Activity Score 4065
Dhaka, Bangladesh |


rajib kabir's picture

feelings like a movie poster.

rajib kabir
Activity Score 35
Art Director
Glut's picture

nice series of a difficult category

Activity Score 3935
Public Relations at Glut. Ideas Boutique.
ace85le's picture

Impressive visual. This is one of the ads that wont win awards but work instead.

Activity Score 3935
Marketing Manager |


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