We were determined to create a campaign for security people that was approachable, friendly and warm. Exactly the characteristics that we needed the new G4S talent to demonstrate. The campaign was centred on the idea of ‘SECURE BETTER’ – a theme that could deliver all our messaging in a simple, memorable way.

We achieved this by creating a family of keyhole characters that was used as a visual metaphor of ‘Security People’. The intention was to attract on personality, not on preconception of what a security officer looks like.

We have used different iterations of our family in the smallest and largest spaces, from static banners to simple animations. They tell a story on their own and are instantly recognisable. And they are totally and utterly inclusive.

The results so far from this campaign have been staggering! After only two months and over 12,000 applications, G4S are delighted with the speed of response, the volume of applicants and the quality of people applying.