We created an AR mirror and AR campaign for the Dutch Ministry of Defence to let users explore the different job possibilities in the military
- Client
Dutch Ministry of Defence - Year
2025 - Campaign
Time for Defence - Format
AR mirror & Snapchat Lens - Partner
Dentsu Creative Amsterdam - Locations
Dutch National Career Fair, Hoog Catherijne, high schools, Twitchcon Rotterdam
In collaboration with Dentsu Creative Amsterdam, we developed an interactive AR campaign for the Dutch Ministry of Defence, showcasing the broad variety of career paths within the organisation.
The activations are part of the larger ‘Time for Defence’ campaign: a 360° effort to shift perceptions and highlight that Defence is about much more than combat missions and camouflage.
Time for Defence: the campaign
The campaign prompts viewers that it is time for defence, and lets them explore the different jobs that you can find in the military. With or without weapon or uniform, from full-time soldier to part-time reservist, from civilian expert to intern – all contract types are represented.
Our AR experiences build on this theme, allowing users to try on different roles – from marine to IT specialist – and discover which function fits them best, in a playful and immersive way.
Target audiences & activations
The campaign targets a broad audience aged 18 to 50, with a special focus on younger demographics. To engage them, we created an interactive AR Magic Mirror and a custom Snapchat lens:
• Magic Mirror activations at the National Career Fair (RAI), shopping mall Hoog Catharijne, various vocational schools (MBOs), and TwitchCon Rotterdam.
• Snapchat Lens as a sponsored social media activation, allowing users to virtually try on military uniforms right on their phones.
3D and AR ready outfits
We developed a full range of 3D-modelled and rigged outfits – including accessories like helmets, vests, and weapons – all optimized for real-time body tracking.
The Magic Mirror recognises the user and overlays the appropriate look based on their movements and posture. The Snapchat Lens uses the same outfits, tailored for mobile interaction and seamless social sharing.
Talk to us about AR for Your Brand
Curious how AR Mirrors can boost engagement?
Learn more here or get in touch!
