The Royal New Zealand Air Force’s mantra is ‘Step up’. To literally bring this to life, we created what looks like a 3D staircase (made out of ordinary job ads) that lead higher and higher until reaching the top step – a job ad for an Avionics Technician in the Royal New Zealand Air Force. This achieved two very important things: it made one tiny ad stand out on the page above all others, and instantly highlighted the Air Force’s guarantee that a job as one of their highly trained Avionics Technicians is a step above all others.

This simple classified press advertisement ran in major metropolitan newspapers and resulted in a 37% increase in qualified enquiries (through the website and 0800 number) to the Royal New Zealand Air Force requesting information packs.