Iceland Prison Authority needed a mini branding campaign.

They needed to improve the public perception of prison guards and their duties. By putting a face on the job and showing that prison guards are regular people, with a passion for their jobs and an attitude that expresses fairness, helpfulness and the willingness to lead and guide, the plan was also to hire more qualified guards to further improve the prison system. 

The main message being "positively impact your society" and "be a part of a better future"

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