Grafx – Ett tryckt jobb

The Brief
Increase awareness of the graphic industry among young people and position it as an attractive career path for a new generation entering the workforce.

Our Work
For Grafiska Företagens youth initiative Grafx, AWB developed the concept ”Ett tryckt jobb är ett tryggt jobb” – an employer branding campaign designed to challenge perceptions of the printing industry and highlight the opportunities it offers to young professionals who value stability.

The campaign was rooted in a simple insight: while career ambitions and expectations are evolving, many young people continue to seek stability, belonging, and long-term security in an increasingly uncertain world. These are qualities that have long been embedded within the graphic industry, yet are often overlooked by those entering the job market.

To bring this story to life, we created a campaign film following Damian, a 20-year-old print operator, through a typical day at work. Through his perspective, audiences gained an authentic glimpse into an industry built on craftsmanship, collaboration, and pride. By focusing on real experiences rather than traditional recruitment messaging, the campaign showcased the people behind the profession and the sense of community and stability that defines the industry.

AWB was responsible for strategy, concept development, creative direction, and campaign messaging. The campaign film was produced in collaboration with The Bunch and served as the centerpiece of a broader initiative to inspire more young people to discover the opportunities within the graphic industry.