SKIN is producing recruitment campaign videos for CGDIS since 2022.

We wanted to talk to the target audience directly by establishing characters they can identify with. Since the direct competitors are the police forces and the army, the goal was to show the diversity of the job and the different career choices you get offered at CGDIS.

The concept was to show two firefighters and one trainee in different situations in their private life and how this ties into their professional life: All the qualities that they bring as a person are essential for the career of a firefighter. They are responsible, dynamic and committed – which is why they are “made for it”.

The campaign features a main video, with additional cut downs for Instagram, Facebook and Youtube. Posters, roll ups and flyers were created for schools, student fairs and the different centres of the CGDIS. Furthermore, the campaign was distributed on digital screens at bus stops, trains stations, on bus backs, as web banners on Eldo.lu, as well as on national radio.