Case Study: SAAB gains a tactical advantage with Harleys' camouflage campaign

SAAB wins 2 platinum Hermes awards with Harleys

The customer, SAAB, faced the challenge of repositioning its Barracuda camouflage systems from passive concealment to being seen as active, tactical assets that provide a strategic advantage. The vendor, Harleys, was engaged to develop a new campaign strategy and messaging to address this.

Harleys created a new messaging framework and visual identity, which was rolled out across ads, social media, presentations, and award-winning video content. The solution successfully communicated the refreshed brand message, resulting in a highly successful product launch and the campaign film winning two platinum Hermes awards.

SAAB