New Zealand Police has launched a new nationwide recruitment campaign in partnership with EightyOne and Supernormal.
Launching with video, the campaign follows current serving officers as they travel around Aotearoa, recruiting from the same communities they help keep safe.
The brief is simple: spot everyday Kiwis showing off the skills Police are after, and ask ‘Do you fit the description we’re looking for?’
Directed by Vince McMillian, the film blends observational humour with police terminology to highlight attributes like leadership, fitness, teamwork and problem-solving.
Human qualities, not stereotypes
More than 50 current and retired officers make an appearance, and they represent more than 10 different career pathways, including Police National Dive Squad, dog handlers, Air Support Unit, Search and Rescue, and Armed Offenders Squad amongst others.
Flora Muirhead, senior communications advisor – campaigns, says: “Our people are our best recruiters which is why featuring our staff, on-the-job and in the uniform is so important in our advertising.
“Police are looking for diverse applicants from critical thinkers, hikers with stamina, parents with patience and community-minded people armed with empathy – to name a few!”
Chris Appelros, copywriter at EightyOne, says the campaign isn’t just recruiting more officers, it’s reframing what the job actually calls for: “New Zealand Police need human qualities, not stereotypes. In fact, many Kiwi might not realise they already have the exact qualities Police are currently looking for.”
The campaign will run across video, OOH, digital and social.
Credits
- Client: New Zealand Police
- Marketing and brand manager: Jess Bovey
- Senior communications advisor: Flora Muirhead
- Agency: EightyOne
- Media: EigthyOne M
- Production company: Supernormal
- Director: Vince McMillan
- EP: Matt McKenzie
- Production manager: Becks Lawrence
- DOP: Marty Williams
- Production designer: Sarah Cooper
- Stylist: Jules Armishaw
- Location manager: Clayton Tikao
- Offline: Rachel Goldsworthy, Archie Porter
- Colourist: Matic Prusnik
- Online: Stu Bedford
- Composer: Thomas Healy
- Sound design: Craig Matuschka
- Audio post: Liquid Studios
- Photographer: Reagen Butler
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