The Danish Defense Command was in need of a new generation of leaders with strong strategic and rational skills.


Attracting young academics was critical for a new Officers Education Program. The only issue: they did not at all identify with the military, and immediately associated the Defense Command with war.

The Defense Command needed to show it considers brains as important as brawn.


OgilvyOne and the clients identified leadership as a strong shared interest of the Defense Command and the young academics it wanted to recruit.

High-quality documentary-style short films featured actual professors in the Defense Command’s Officers Education Academy discussing what leadership meant to them.

Targeted email, outdoor ad placement and social media outreach built on the theme of leadership generated inquiries and built interest in the film series.


The campaign attracted more than twice the qualified applicants needed within the first three months.

General perception of the Defense Command was radically changed for the better.

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