Ogilvy shoots rookie cop drive (updated)

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Ogilvy has launched what it’s calling ‘The ‘World’s Most Entertaining Police Recruitment Video’for the NZ Police’s latest recruitment drive in a bid to attract hundreds of new cops to apply.

The campaign runs in cinemas, on television and on-demand, and there is an outdoor poster component.

“New Zealand Police are striving to increase our overall staff numbers over the next three years to meet our objective of being the safest country, and to deliver on the Government’s signalled staffing increase,” Police Commissioner Mike Bush says.

“Police want to attract more women, Māori, Pacific Islanders, and people from all other ethnicities and backgrounds to better reflect the communities we serve. We also need recruits who are happy to be based in the Auckland area.

“There’s never been a better time in recent years to fulfil your dream of becoming a cop and serving your community.”

“Seventy staff members, including Commissioner Mike Bush, put their hands up to be involved in the video.”

Deputy Chief Executive Public Affairs Karen Jones said: “Seventy staff members, including Commissioner Mike Bush, put their hands up to be involved in the video – and one of our newest officers, Counties Manukau’s Constable Zion Leaupepe, opens and closes the video.

“We want to attract people who bring their own skill set, like problem solving and working in a team, and who are fit, or prepared to get fit,” Jones said. “Most importantly we want people who care about making our communities safe.”

The video captures the different facets of Police work, from the AOS, to the dive and dog squads, the Eagle helicopter and youth aid officers, as well as frontline work. The Auckland Police pipe band also has an unusual starring role.

“There are more than 30 different career paths within New Zealand Police and it was really important to demonstrate the range of options for people who may be considering joining us,” says Jones.

“At New Zealand Police we will invest time in training people to ensure they have the skills to handle any situation.

“Our primary audience is 18-24 year olds, so it was a given we would use social media channels to reach our target markets. Recruitment videos can be run-of-the-mill, so we deliberately set out to make the world’s most entertaining police recruitment video to prompt repeat viewing.”

The campaign will also run in cinemas, on television broadcast and on-demand, and there is an outdoor poster component.


Agency: Ogilvy & Mather, New Zealand
Client: New Zealand Police.
Deputy Chief Executive: Karen Jones
Strategic Communications Manager: Jane Archibald
Senior Marketing Advisor: Helen Flannery
Media Support: Garry Boles
Executive Creative Director: Regan Grafton
Group Creative Director: Lisa Fedyszyn
Group Creative Director: Jonathan McMahon
Art Director: Sam Henderson
Copywriter: Kent Briggs
Design Director: Danny Carlsen
Design Producer: Dave Preece
Head of Operations: Siobhan Burke
Agency Film Producer: Steen Beech
Executive Director: Wendy Schrijvers
Account Director: Christina Opferkuch
Planning Director: Ben Fielding
Group Media Director: Denelle Joyce
Digital Media Manager: Nick Pickering
Media Manager: Stephen May
Production Company: The Sweet Shop
Director: Damien Shatford
Executive Producer: Ben Dailey
Managing Director: Fiona King
DOP: Andrew Stroud
DA: Alistair MacDonald
Senior Editor: Ben Marshall
Head of Post Production: Martin Spencer
Colourist: Dave Gibson
Sound: Liquid Studios
Executive Producer: Tamara O’Neill
Head Composer: Peter van der Fluit
Senior Sound Engineer: Craig Matuschka

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