Ministry of defence - TIME FOR DEFENCE

Many young people feel their potential is underused – especially in times of social and economic uncertainty. At Defence, they get the chance to be part of something bigger: to help protect peace and security when the world needs it most. That sense of being switched on inspired the new theme we created: Time for Defence.

We won the pitch for Ministery of Defence in 2024. Alongside the theme, brought to life differently by various creative teams, we also refreshed the entire identity – a bold new look and feel to energise the brand for the years ahead.

I INTRODUCTION

The campaign launched at a time of major geopolitical change. Across Europe, voices grew louder calling for a full-strength reinforcement of national armed forces. We harnessed this moment to launch the campaign nationwide accross all media.

Film:

Fullpage newspaper ad:

OOH:

Social:

II FOLLOW UP: POSSIBILITIES

The follow up campaign deepdived into the numerous possiblities.
Part time, full time, with uniform or without. You decide.

A unique job store at the busiest train station in the Netherlands used commuters’ transfer time to let them discover countless career opportunities.

III CHALLENGING WOMEN

The 3rd campaign in 2025 directly challenged women. Feeling misunderstood or overlooked by society, we encourage them to break away and choose a system where everyone is equal and where you get the appreciation you deserve.

AWARDS

- Gouden Loekie, Shortlist Q2 2025

IV EMPOWERMENT

The final campaign of 2025 encourages young people to shake off their insecurities. Because what they can't do today, they will be able to do tomorrow.