Campaign National Defense Force – Pim Hendriksen

Pim Hendriksen for Defensie – Tijd voor Defensie

Photographer Pim Hendriksen captured the imagery for Tijd voor Defensie, a national campaign developed by Dentsu for the Dutch Ministry of Defence. Aimed at young people, the campaign highlights the importance of security, freedom and collective responsibility in an increasingly uncertain world.

Through a series of authentic and powerful portraits, Pim helped bring the campaign’s central message to life: “Dit is jouw tijd. Kom er voor op.” The imagery supports Defensie’s mission to raise awareness of its role in protecting the Netherlands and its allies, while inspiring a new generation to engage with that responsibility.