The objective of this campaign was to put Defence on the youth’s radar as a valid employer, by showing its pluses versus other more traditional employers: being part of a truly united team and participate in a higher purpose, a mission.
This is summed up in the recruitment campaign signature: More than a job, a mission.
On TV our creative strategy was to show that it's not only the Red Devils and the Olympic Team who give their everything for Belgium. Employees of Defence also put their lives at the service of the country. And some of them do literally. We focus therefore on the uniform our employees wear. Because more than a uniform, it’s their unity that they are wearing every day.