Belgian Defense

The first campaign met the new recruits where they were already present: the gaming world. Using first-perspective cameras, gamers were lured in and targeted with seamless in-game advertising as well as interactive content on multiple channels. The campaign was so successful, I was asked to write and create the showcase that won a Silver Mixx Award.

The second campaign zoomed in on the discrepancy between what young people think working at Defense looks like and the actual tasks of the job. Working at Defense is not just about attacking your enemy and running around like Tom Cruise. It is just as much about working on technology, about work-life balance and about having a coffee with your colleagues who have become friends. The campaign showed this different perspective with intimate interviews in the three departments of the marine, army and airforce, winning a BOCA-award.