PROBLEM: Australians think of the Air Force as the soft service - a bunch of arrogant pilots who never get their hands dirty.

CHALLENGE: Change public perception and show they're a diverse force ready to operate anytime, anywhere.SOLUTION: Challenge the Air Force to a full-scale military operation which proves they're more than pilots and that they're anything but soft.

Impossible Airfield was a challenge put to the Air Force: Go into the middle of nowhere, build an airfield and land your largest aircraft. In 36 hours.

This challenge was accepted. Plans were made. Cameras followed.The mission/stunt was then cut into a 3-part online series and was launched with a secondary stunt at the Melbourne Grand Prix.

Impossible Airfield has been the most effective piece of PR the Royal Australian Force has ever done.

Non-pilot job inquiries are up 320%.The annual job quota was filled in just 21 days.Average time spent on the site was 28 minutes.So not only did the public listen, but their perception was changed as well.