'Gouden Giraffe' for Defensie Basecamp

Winner of Best Project Design

Our entry, ‘Defensie Basecamp’, was nominated this year in no fewer than two categories: Strategy and Project Design. The jury recognised Defensie Basecamp as the best event in the Project Design category, where we outperformed no fewer than 16 other entries. In the Strategy category, we competed against, among others, the NATO Summit. This category focuses on events that play a clear role within a broader, well-considered approach and use live communication strategically to contribute to a larger objective.

In the Project Design category, we secured the win. Here, we were shortlisted alongside cases such as the Bol Festival Shop and Het Magazijn — Playground. This category assesses how design, technology, spatial setup and interactive elements come together to create an experience aligned with the event’s objectives. That is precisely where Defensie Basecamp made the difference.

“Defensie Basecamp demonstrates what live communication can achieve when strategy, content and experience truly come together. Taking the step towards a career in the Ministry of Defence requires more than just information. You need to experience whether it suits you and feel confident. That is exactly where the strength of this event lay. It’s fantastic to see this approach recognised with such a prestigious award,” said Robbert Strelitski, Event Coordinator at the Ministry of Defence.

A Thoughtfully Designed Live Experience with Proven Impact

The strength of Defensie Basecamp lay in translating an urgent societal challenge into a live experience in which every element was deliberately designed to support visitors in their decision-making process. From building trust among both young people and their parents, to enabling first-hand exploration of the wide range of opportunities within the Ministry of Defence. The concept combined an immersive live show with a careers market, with a strong focus on hands-on experiences and personal conversations with Defence staff. Every aspect of the event was aimed at broadening perspectives, removing doubts and genuinely motivating people to take action. And it worked. The event attracted over 50% more visitors than the target of 3,000, led to registrations for follow-up activities such as taster days, and even resulted in direct job applications. As a result, in the two months following the event, the average number of applications was demonstrably higher than usual. Defensie Basecamp proved the impact of live communication: from message to experience, and from experience to action.

Read more about this case HERE.

A New Look for the Gouden Giraffe Awards

For many years, the Gouden Giraffe Awards have been the leading platform for the most impactful live events—recognising event creators who dare to push boundaries and stand out from the crowd. This year, the award show unveiled a fresh new look at the World Forum. The new categories recognise a broader spectrum of value chain partners. Rather than categorising entries by event type, the focus has shifted to content and impact. This allows events to distinguish themselves even more clearly on what truly matters.