TVC for the Estonian Defence Forces
The aim of the campaign was to create a more positive and natural perception of reservist service, showing that attending training exercises is just as dignified and culturally significant as participating in a national song festival. The message needed to speak directly to people in the reserves, encouraging them to respond to every call-up, while also improving the overall public image of the reservist system. The videos were designed to build an emotional connection while reinforcing the understanding that reservist service is an important and honourable part of being an engaged citizen.
How?
Filmed in a single February shoot day at Widescreen Studio, the production utilised an LED screen to create both autumn and summer settings – despite the fact that it was the middle of winter outside. This allowed for two distinct tonal versions of the campaign: one more mysterious and autumnal, and the other bright and summery. This technical solution provided seasonal variety without the need for complex location logistics. The final videos were distributed on television, in cinemas, and across social media channels, ensuring maximum reach across different audience segments. The visual approach kept the focus on the value of reservist service and the shared sense of participation, helping viewers relate personally to the message.
Results
The campaign reached a wide audience, gaining visibility through both traditional channels (television, cinema) and digital platforms (social media). The two tonal variations delivered a diverse emotional range – the mysterious, autumnal clip emphasised the dignity and deeper meaning of reservist service, while the bright summer clip brought warmth and positivity to the narrative. This combined approach increased message acceptance and brought the concept of reservist service closer to the public. The collaboration between the agency and technical production team enabled a fast, efficient shoot while maintaining high production quality.
If you want your campaign to deliver a message that blends technical ingenuity, visual variety, and strong emotional impact, Vaas is ready to bring your idea to life. We create content that resonates and leaves a lasting impression – regardless of season or platform.
Agency: Havas Creative
Client: Estonian Defence Forces & Estonian Centre for Defence Investment