Ogilvy NZ’s Police campaign in finals at D&AD Impact

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NEW YORK, Wednesday: Ogilvy NZ is the only Kiwi agency to make the shortlist at the D&AD Impact Awards for NZ Police The World’s Most Successful Recruitment Video campaign, shot by The Sweet Shop.

These awards, a collaboration between D&AD and Advertising Week, honour creativity for good. The winners of the Wood, Graphite, White and Black (the highest accolade) Pencils – and the winner of the inaugural $20,000 Impact prize – will be announced in Manhattan on Tuesday 2 October.

Ogilvy’s nomination came in the Diversity & Inclusivity category.

Ogilvy NZ says on its website: “In 2017, New Zealand Police was 80% white, 70% male. So, we needed recruits that better reflected the real New Zealand. That’s why we created a recruitment video to correct this diversity and gender imbalance, and encouraged our diverse nation to sign up at newcops.co.nz.


“The campaign delivered a 31,422% return on media spend and saw an 898% increase of visits to the NZ Police website.”


“Our video starred 70 diverse real officers, spoke to different communities and used influencers to appeal to different demographics.

“Within a week of its release, it reached 91.8 million people, saw a month’s worth of enquiries in the first 24 hours, was the number 1 trending video on YouTube and Facebook, received a 31,422% return on media spend and saw an 898% increase of visits to newcops.co.nz.

“But most importantly it saw a 615% increase in diverse profiles created, and the largest number of female recruits, ever.

D&AD Impact is a global programme that aims to shine a light on the power of creativity as a force for good in the world. “The projects, campaigns, companies and organisations represented are pioneering examples of ideas with real social impact,” says D&AD ceo Tim Lindsay.


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