As part of our partnership with Belgian Defence, we were asked to develop a new content series for 2025 — a compelling set of short episodes that showcase what working for Defence is really like, aiming to spark greater interest among young Belgians in the organisation as an employer. The theme of the series? The unsung innovations and technologies used daily within the army. But how do you explain what these things are, their role in the job, and how they work — while still engaging a broad audience that isn’t necessarily interested in technology?
We created a concept that blends peak internet culture and the streaming habits of our audience with the innovations and technologies Defence wanted to highlight. Drawing inspiration from YouTube creators like MrBeast and Average Rob, we invited our audience to take part in the content series. Because what better way to show the relevance and cool factor of Defence’s tech than through the real, unfiltered reactions of our audience’s peers?
Do you think you’re ready to join the army — or is it just not for you? In this 8-part content series, we go behind the scenes and challenge four young people to take on various tasks and prove whether they’ve got what it takes to join Defence.
The production team behind this docu.
Each episode explores a specific department or task force within the organisation, giving the participants a look at the innovations and technologies in use. After a short theory session to introduce the tools and systems, the participants face off in two teams during a daily challenge, judged by an expert from Defence who assesses how ready they are to join their unit. At the end of the eight challenges, only one team emerges victorious, claiming the title of ‘#1 Cadets, Uncensored 2025’.
Compared to our first series, we take a less cinematic approach and keep it closer to native YouTube content, keeping the video footage less polished, with minimal extra animated assets to create a hybrid somewhere between a game show, and internet vlogging.
The Ready or Not Series was watched 2 million times in total, of which 270.000 times in organic. 90% of the young people believe that the editing pace and filming style are well-suited for YouTube and considered it relevant to their culture.
There is no making sense if it wouldn’t impact the bottom line of the briefing: attracting more talent. And it did: 41% of young people would consider applying to Defence after watching the series. (Listen study, 2025)
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