Frag Out! Magazine

THE BEGINNINGS: It all started with the so-called "Grandma's Film" (the official title: "1944-2014"), when Graffiti Films, specializing in creating advertising content, was asked to bring to life a script for the legendary JWK, the Commando Special Operations Unit of Polish Special Forces. The film was intended to be a part of the campaign announcing the in- troduction of a new unit insignia. A week of on-location shooting in the mountains, in the autumn, contrib- uted to the formation of new friend- ships, leading the Combat Team C operators to nickname the film crew "Civil Team C" with badges awarded to the crew at the end of the shoot. This mutual trust resulted in nu- merous projects, including photo sessions, film productions, graphic designs and even interior design projects. Not to mention many last- ing friendships. After some time, the Marketing Director of Norwegian NFM ap- proached Graffiti regarding support in launching their new "HJELM" hel- met system. The result was an entire campaign, not only promoting the new product but also narrating the values, tradi- tions and history of the company. Following the project, a French mar- keting manager (originating from Yamaha Motors) advised the Polish team: "Listen, you should take this seriously and establish an agency for the defense sector. You are en- thusiasts of militaria, and it shows in your understanding of the market and its needs. Additionally, being professionals from the civilian ad- vertising market, you truly deliver high quality. The fact that you are based in Poland makes you compet- itive in terms of pricing. Before I ap- proached you regarding the Hjelm campaign, I surveyed the entire Eu- ropean market searching for such an agency. We chose you, and I be- lieve it would be a very smart move if you created an offer dedicated specifically to military topics." And that's how G4D, short for: "Graffiti For Defense," came into existence. WHY? Today, the agency offers a full range of services, the so-called 360-de- gree service - starting from strategy, through creation, implementation, production, media campaigns, influ- encer project management, graphic design, animations, PR, social me- dia management, consulting, audit- ing (e.g., websites and online stores) and intermediation. One of the on- going projects involves the produc- tion of a full-length, international documentary. G4D's clients include not only com- mercial companies but also public entities. While marketing activities may seem obvious for the former, in the case of military units, and sometimes entire branches of the military, such initiatives are not yet too common. Nowadays, given the fact that in the Western countries (including Po- land), military service is profession- al, the military sector more than ever requires support, promotion and advertising. The civilian job market is abundant in competitive employ- ment offers and career develop- ment opportunities. We live in an era of competition for employees, making it a crucial moment for the military and services to seriously consider the challenges associated with recruitment promotion. Projects are often undertaken to showcase the workplace atmo- sphere, brand prestige, obtainable skills, challenges, adventures or the elite nature of the work. Each of these stories can be told in a profes- sional, thoughtful and planned man- ner using modern tools. Another reason clients turn to G4D is the pervasive "communication noise". In the age of smartphones, social media, applications and, not to forget, during times of propagan- da warfare, every normal consum- er or employee is bombarded with thousands of pieces of information simultaneously. "Good reputation" and "recommendation from friends" are no longer enough to get one's company message across to all, i.e. to potential recruits for selection. For the message to reach the right audience, actions must be con- sistent and appropriately planned. Specialists from the civilian mar- ket are needed for this - those who understand the military and the so- called "heavy industry". "Marketers" on the client's side are also needed, particularly those capable of work- ing with civil subcontractors and understanding the role of external agencies. One more reason clients seek G4D's support is the lack of time. Often, the marketing departments of de- fense contractors are preoccupied with other matters. They deal with the preparation and organization of trade shows, events and delega- tions. There are many such items in the agenda of every major compa- ny and a substantial budget is allo- REPORT

• Cover