Ministry of Defence

from four brands to one

At the beginning of 2012, support for the armed forces had fallen to an all-time low. We were given the assignment to combine the four branches of the armed forces into a new employer brand.

In order to win back respect, we chose to highlight the unique expertise of the military personnel. Because working to achieve peace and security requires specialists. We emphasized this with the brand theme: have you got what it takes?

Over the years, we have built a visible Employer Brand that responds to the challenges of our times and builds a bridge between the armed forces and the world as experienced by the target audience.

1 / 5 TV commercial: Become bigger than yourself

at the heart of the target audience

combat positions

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pre-university education

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pilot campaign

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want to know more?

Marco van Rookhuijzen

Client director