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.”



PDF - 63 Kb

Get updates in your mailbox

By clicking "Subscribe" I confirm I have read and agree to the Privacy Policy.

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.


Havenkant 6, bus 508 3000 Leuven Belgium

+32 486 25 92 17