Boondoggle launches a new recruitment campaign for Defence

On the occasion of the Technical Job Day of April 12, Boondoggle launches a new recruitment campaign for Belgian Defence. The campaign tells the stories of 2 jobs sharing similar skills but set in 2 dramatically different worlds: the civilian and the military environnements.

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.”


About Boondoggle

Boondoggle is a full-service creative agency, employing over 60 people in Belgium.
With a human-centered, agile design thinking approach at its core, Boondoggle delivers through-the-line advertising campaigns, 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 Argenta, Chivas, Nomad Food Group, Achmea, NATO, Bancontact Payconiq Company, Yuzzu, Beobank, Opel Finance, Oxfam Solidariteit, Flanders DC en the Ministry of Defence.

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

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