pilot campaign

discover that there’s a pilot within you


Pilot in the armed forces. Perhaps one of the professions that most captures the imagination. However, it remains difficult to find enough people willing to apply for a job.


The profession is popular, but it appears to be a profession for a lucky few. By making pilots more human, we enable the target audience to identify with the profession and we make the profession accessible.

creative solution

We made a series of five videos, in which a pilot takes you through all the elements of the selection process and training. In this way, we made the profession approachable and broke down stereotypes.


The approach has been successful. During the campaign period, we saw the number of people considering to be a pilot increase significantly, while the appeal of the profession has remained the same.

watch the episodes here

1 / 5 Becoming a pilot EP01

other cases

female-focused campaign

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combat positions

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pre-university education

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want to know more?

Mariska van den Belt

Client director