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From Muscles to Brains

Agency: OgilvyOne worldwide    •    Client: The National Defense    •    Category: Business and Consumer Services    •    Award: Bronze Award

The Danish Defence Command wanted to attract young academics to their brand new Officers' Educational Program. However, young academics didn't identify with the Danish Defence and its military values. When they thought of the Danish Defence, they thought of weapons, strong discipline and war. We needed to change that.

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