Boondoggle for Ministry of Defence: "Not a job, but a mission"

What makes you special, makes Belgian Defence stronger. That’s the message of the latest Employer Brand campaign from Boondoggle for Belgian Defence. Belgian Defence needs to recruit thousands of people. But competition for talent is fierce and people don’t always know how diverse the job openings are at Belgian Defence. So the campaign shows that anyone with the right talent and skills can find a matching job in one of the 4 components (Air, Land, Marine, Medical). Because beyond titles, education or current jobs, it is the people’s talent that Defence is looking for. Because at Defence talent is turned into skills and those skills make Defence stronger.

In sync with the brand promise of Belgian Defence (“Your future. Our mission.”), the choice was made to position working for Belgian Defence as a mission, not a job. So, the promise is: “Not a job, but a mission.” The campaign runs on TV, radio and in digital media (OLV, social, OLA) in which potential candidates are guided to the right job at Defence on via a ‘mission selector’.



Client: Belgian Defence
Agency: Boondoggle
Account: Catherine Hamers
Strategy: Stijn Cox
Creatives: Sven Nijs, Chris Goossens, Robbie Cap
Planning: Karine Uytterhoeven
Agency Producer: Bérengère Lurquin
Production: Uncle Bob
Director: Guy Goossens
DOP: Piet Deyaert & Bert de Graeve
Photographer: Ines Vansteenkiste
Retouching: Annelien Debusschere
Set Dressing: Javor Malehounov (Maleblonde)
Casting: Le Quartier & Casting Studio
Styling: Julie D'hooge
HMU: Nicky De Winter
Editing: Ward Geerts
Grading: Florian Keirse
Sound: Cobra ​
Executive Producer: Leen Van den Brande
Producer: Manoe Delissen & Dries Driesen

Defensie A12 Radio NL 20s.mp3

MP3 - 784 Kb



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About Boondoggle

Boondoggle is a full-service digital native creative and customer experience agency, employing over 60 people in Belgium. With holistic brand building approach at its core, Boondoggle delivers creativity through advertising campaigns, digital media and marketing services, integrated with innovative digital products and services. The agency brings together smart people from diverse disciplines to make this happen - including writers, service designers, art directors, UX specialists, brand strategists and developers. 

Boondoggle has a combination of international and local clients, including Beobank, Luminus, Danone, Nomad Food Group, Achmea, NATO, Bancontact Payconiq Company, Stellantis Finance, BioBest, AstraSweets, Trends/Tendances, NCOI, ADESA, TWEGOS, Federale Verzekeringen et Jacqmotte. Boondoggle’s promise is “Together Beyond”. 

Boondoggle's belief is that collaboration is the key to creating meaningful brands, products and services and the agency strives to work together with its clients to take them beyond.


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