Creative touch up, Video, Production
Strategy & concept: Steam
Aim for the youngsters who'd rather go for progress than for social likes. The ones that push through when it gets tough. That's the target audience The Dutch Ministry of Defence calls "Generatie D" and we made uplifting videos to make them consider a new career.
In three videos we see normal life situations in which things sometimes go wrong. And that's exactly when Generation D rises. To be at school on time, to push the heavy couch up the stairs, or not to be depressed by a heavy rain shower. They rise to the occasion and keep on pushing.
Match cuts between normal life and military work.
We added a video technique called a 'match cut'. At first, we see the 'normal life' situation, and with a hard creative transition we suddenly see a similar situation in the day-to-day work in the military. We've put the cut precisely at the moment that the protagonist pushes through, this emphasizes that if you are a go-getter, you are very welcome to join them!
Generation D is everywhere.
The videos were extensively used on all the social media platforms, via programmatic advertising and in digital out-of-home screens around The Netherlands. Inspiring Generation D with the uplifting message while they were waiting for their train or on their bike to school.