Most civilians are not aware that their skills can be relevant to specific technical functions at Defence. So Boondoggle looked up similar function in the civilian world and transported them to military world.
The campaign starts with a professional scene in the civilian world until the camera performs a 360° rotation to immerse the audience in a similar situation within Defence.
For example, a car mechanic turns into an F16 technician and a computer specialist has the opportunity to set up a cutting-edge weapons system.
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.”