AUCKLAND, Today: New Zealand Police has rolled out a new nationwide recruitment drive, celebrating everyday Kiwi traits as the kind of skills that make great officers. The message? “Do you fit the description we’re looking for?”
The campaign kicks off with a video following real officers travelling around Aotearoa, scouting for everyday legends who naturally show the qualities Police value most.
Directed by Vince McMillian, the film mixes humour and police lingo to spotlight attributes like leadership, teamwork, fitness, and quick thinking.
Over 50 current and former officers appear in the campaign, representing more than ten specialist units, from the Police National Dive Squad to Search and Rescue, Air Support, Dog Handlers, and the Armed Offenders Squad.
“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.” – Flora Muirhead, Senior Communications Advisor
Flora Muirhead, Senior Communications Advisor (campaigns), says the campaign showcases how far Police will go to find the right recruits. “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!”
Developed with EightyOne and Supernormal, the campaign spans video, OOH, digital, and social. It’s designed to inspire pride, spark laughter, and make people think, “Hang on, maybe I could do this too.”
Chris Appelros, copywriter at EightyOne, says the campaign reframes what the role really needs. “New Zealand Police need human qualities, not stereotypes. In fact, many Kiwis might not realise they already have the exact qualities Police are currently looking for.”
CREDITS
Client: New Zealand Police
Marketing and Brand Manager: Jess Bovey
Senior Communications Advisor: Flora Muirhead
Agency: EightyOne
Media: EightyOne 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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