The challenge
It's about more than 'hiding'
It’s easy to think of camouflage as something that passively conceals, so positioning Saab’s Barracuda camouflage products as active, tactical assets was an exciting creative challenge.
We worked closely with the Saab Camouflage Systems team to understand their product range and market position, creating an ongoing campaign that tells the story of Barracuda camouflage: it is more than passive protection, it’s about gaining a tactical advantage.
Our creative process
Understanding Barracuda
We began by studying their business objectives, developing an understanding of tactical camouflage as a proactive asset and not just a reactive afterthought. We then used our deepened understanding to create a new messaging framework and a detailed communications platform that sit within the existing Saab brand.
With the messaging in place, we moved on to defining a framework for visuals, photography and film that would capture the same essence. Once we’d put in the groundwork it was time to roll it out, so we moved on to create the assets.
The outcome and impact
The frameworks in action
We rolled the refreshed messaging out across many assets, including ads, social media content, presentations and a large suite of product and brand photography. This was followed by an impactful short cinematic film shot on location in Gotland, Sweden, and further photography and filming in Hetta, Finland, which captured multiple challenging terrains, including arctic and woodland. The film was so successful that we’re proud to say we won not one, but two platinum Hermes awards in the ‘Videography’ and ‘Defence Technology’ categories.
We also supported end-to-end with visuals and supporting assets for a key customer event, from the pre-event invites to all the event's artwork, presentations, and hand-outs. In addition, we applied the updated visual approach and tone of voice to the inaugural issue of Saab’s The Deception Report, launching in time for the event.
The launch was a great success, giving a strong impression of the Saab identity and communicating the Camouflage Systems messaging in an impactful way. Armed with the tools and frameworks we created, the refreshed look and feel is being rolled out across all outward communications and being used in a range of planned future assets.
