Most medical personnel and students are not aware that their skills are also needed at Defence. The campaign’s objective is to put Defence on their radar by showing them how easily they can turn their job into a mission in the military world – by using the same technique as for the previous campaign. The story starts in the operating room of a civilian hospital until the camera performs a 360° rotation to immerse the audience in a military field hospital.
The media mix includes online videos, social media, GDN banners and DOOH.
In 2017, Boondoggle was assigned the mission to rebrand Belgian Defence, with a special focus on recruitment campaigns. Over the past few months, Boondoggle has successfully launched several campaigns building up to the tagline:
“More than a job, a mission.”