| Título | A New Dawn 20s |
| Agencia | Rothco, part of Accenture Song |
| Campaña | A New Dawn |
| Anunciante | Irish Defence Forces |
| Marca | Irish Defence Forces |
| Fecha de primera difusión/publicación | 2017 / 3 |
| Sector Empresarial | Empleo de los funcionarios, de la policía y del ejército |
| Sinopsis | ‘A New Dawn’ is in fact the start of a clever recruitment campaign driven by the Irish Defence Forces and created by advertising agency ROTHCO. The campaign began last week with a teaser trailer similar to the type of advertisement people would normally associate with the launch of a major video game. Titled ‘A New Dawn’ the game’s teaser trailer received widespread attention as gaming aficionados attempted to establish its origins.But the real part of the campaign will be put into action tomorrow at the game’s launch. Visitors to the custom-built site who are expecting to find a game will instead find out they can play for real. A first-person interactive video will put skill, determination and courage to the test, ultimately determining if gamers have the right stuff to apply for the Defence Forces. "As a small neutral country, there's a lack of understanding amongst the Irish public as to what the defence forces do which has a knock on effect when it comes to recruitment” explains Katie Oslizlok Account Director at ROTHCO. “We were tasked with changing that perception, and in doing so, convince 5,000 18-24 year olds to apply for a career with the Defence Forces. We decided to shift brand perceptions by immersing young Irish men and women in the awesome reality of a career in the Defence Forces.” The interactive video uses a real soldier avatar to fully immerse game players in the reality of becoming a soldier in a platoon which is conducting a joint land, sea and air assault. The scenario, where every decision has a consequence, offers an unprecedented opportunity for players to appreciate the skill, determination and courage required of Defence Forces personnel as they conduct their basic training. At the end of the game players are directed to the recruitment website. The Defence Forces innovative approach to this year’s campaign is building on last year’s female focussed campaign that won a Silver Lion at Cannes Festival of Creativity. |
| Medio | Gaming |
| Duración | |
| Más información | http://anewdawn.ie/ |
| Productora | Red Rage Films |
| Postproducción | Windmill Lane |
| Productor de la agencia | Karina Cotter |
| Productor de la agencia | Margaret Levingstone |
| Director ejecutivo de creación | Alan Kelly |
| Responsable de conceptos / redactor | Frances O’Rourke |
| Director creativo | Jonathon Cullen |
| Finishing | Gerry Cole |
| Director de cuentas | Katie Oslizlok |
| Responsable de cuentas de agencia | Aoife O’Shea |
| Strategy/Planning | Sarah Walsh |
| Digital Strategy | Catherine Halford Shaw |
| Digital Strategy | Emer Fitzgerald |
| Director Digital | Daire Lennon |
| Diseño digital | Stephen Flynn |
| 2D Artist | Darach McHugh |
| Realizador | Brian O’Malley |
| Productor | Gary Moore |
| Post-production Supervisor | Sarah O’Carroll |
| Montador | Philip Cullen |
| Sonido | Mutiny |
| Website Developer | Rothco, part of Accenture Song |