Dutch Ministry of Defense
Repositioning Defense
Collection of projects for the repositioning of the Dutch Ministry of Defense, built around a new strategy, concept, and visual identity that signals the modern role it needs to take in society. From brand to social to campaign, we created one cohesive story.
Strategy
Fewer and fewer people think that Defense is not for them. Now it is time to convince them to actually apply for a job. Our new strategy focuses on the many people who want to make a difference, but struggle to find their groove in the 'ordinary' world. We encourage them to transition to an environment where they are challenged, energized, and can create real impact. At Defense, one doesn't fade out, but rather switches on.
Concept
The new campaign aligns closely with the current climate. Given the turbulent global stage and the fact that security is no longer guaranteed, this campaign conveys a sense of urgency. It demonstrates that not only our target audience but all of the Netherlands must rely on Defense. Whether you think, "I have more to offer," or you realize, "We really need to do something," one thing is certain: It's TIME FOR DEFENSE.
Campaigns in reverse chronological order:
For Women, By Women
This campaign features powerful visuals of women working across all branches of Defensie. Roles in which they are rarely seen, even though they’ve been there for a long time. With the message ‘Tijd om los te breken’ (Time to break loose), we encourage women to step out of their current work environments and step into a system where equality is the standard. At Defensie, there’s no pay gap, no glass ceiling, Just equal opportunities to lead and grow.
Career Opportunities
When people think of Defense, they often picture a military role, but there’s much more. This campaign shows the wide range of options, from office and technical jobs to reservist roles and student placements. At Defense, you choose how you want to work.
Launch campaign
The world is changing fast. New threats demand a stronger, more agile defense force. With a new strategy and concept, we've launched the campaign: Time for Defense.
