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GSS – General Purpose Canine Teams


Compared to a security guard – a canine can smell up to 100,000 times better, has better night vision, and can hear up to four times further away, at a higher and wider range of frequencies.





I. Challenge

Skilled canine handlers can significantly reduce the cost of security, while improving effectiveness. And yet, during our ‘business needs’ session with GSS, we found that many leads didn’t convert because they felt more comfortable using conventional security guards.

II. Solution

We decided that an animation would be the perfect way to communicate how the natural ability of a canine, coupled with a handler, could benefit a company’s security requirements. The aims were twofold: enrich the sales process, whilst also educating the client.

Competitor analysis revealed that no other security company was producing high quality educational video content like this. So we made it our mission to produce something that visually distinguished GSS in the sector. To do this, we combined beautifully illustrated landscapes in 2D with elements of frame-by-frame animation.


III. Impact

The animation has been extremely effective in securing new clients, as it separates GSS from its competitors and drives brand engagement. By clearly communicating the powerful, cost-effective impact of deploying a canine handler team, the video has built brand trust and loyalty.

“Our videos to date have been amazingly well received by our clients and associates. Each has had the effect of differentiating us in our market and creates the impression of an innovative, thought-leading, and supportive provider of specialist security services – exactly what we set out to do!… Each video keeps getting better than the last one!”

- Kevin Wootton // Business Development Manager, Global Support Services
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