Danish
Armed Forces
Ministry of Defense
Recruiting qualified candidates for every military branch
During my 3.5-year tenure at Advice, I primarily served as the creative lead on the team responsible for developing communications for the Danish Ministry of Defence. We were tasked with creating recruitment and employer branding campaigns for the Danish Armed Forces, navigating complex agendas in an increasingly unstable political landscape while attracting qualified candidates to every military branch.
This is a condensed collection of campaigns, highlighting some of the many projects, responsibilities, and effective solutions I was part of.
Leder du? Så leder vi efter dig
(Are you a leader? Then we need you to lead)
Finding the next great leaders
To attract new officer recruits — many with no prior military experience — we set out to highlight untapped leadership potential. By championing everyday people who lead in ordinary settings, we redefined what it means to be officer material and made the path to the Danish Armed Forces feel both relatable and attainable.
Campaign:
Forsvaret Moments
Hosting a format for reflection
To help potential candidates gain a deeper understanding of education and career paths in the Danish Armed Forces, we created a long-form podcast series tailored to the audience’s preferred format for meaningful engagement. I hosted the series, guiding honest, in-depth conversations with current military personel. The result was a sustainable audio platform built to share real stories and inspire others through authentic reflection.
Listen on Spotify.
Podcast Series:
Tættere på meningen
(Closer to the essence)
Portraying true role models
To inspire and inform potential recruits, we gave a raw, unfiltered look into the personal and professional lives of officers in the Danish Armed Forces. By handing them the mic, we let real stories speak for themselves —honest, human, and full of meaning.
Campaign:
Special Waves
Making the Special Forces relatable
To attract qualified candidates to the Danish Special Forces, we set out to break down the myths and make the path feel more within reach. By sharing personal audio stories from active soldiers, we humanised an elite and often distant role, showing that behind every operator is a relatable, real person with a story worth hearing.
Activation:
Smaller campaign highlights
A collection of targeted, smaller-scale campaigns developed for the Danish Armed Forces. Each is designed to address specific recruitment needs, spark engagement, and strengthen the military's presence across platforms and audiences.
Sprogofficer
(Linguistic Officer)
Flyveleder
(Air Traffic Controller)
Slædepatruljen Sirius
(Sirius Dog Sled Patrol)
Tolk
(Interpreter)
Role: Creative and Strategic Lead
Agency: Advice A/S
Reigniting Danes love for rye bread