We built the Ministry of defence’s labor market campaign around the theme ‘Do you have what it takes?’. It centers on the mindset of the folks that are actually doing the job: the soldiers that are there when it truly matters. At the same time, the campaign focuses on skill and craftsmanship, on all the shapes the military can ‘take’. A true specialist, a soldier should be able to perform under even the most extraordinary circumstances.
The first target audience campaign within this theme is the VeVa training programme. This one-of-a-kind secondary educational programme offers vocational as well as military training. Do you have what it takes? The campaign was spread at schools (posters, folders) and, naturally, online (video banners and a web site). Photography: Arthur Mebius.