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| People power | |
| by Melissa Roberts | |
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The Western Australia Police have recruited a Scoundrel to direct their latest campaign. Their new recruitment film positions people at the heart of policing, with the voiceover listing various attributes and interests that the Force need in the people who join them, which director Ariel Martin depicts with moments of both levity and gravitas. As a young desk-bound worker stares into space, a police helicopter appears at the window. This piques his interest, and the ad moves into a montage of considered visuals that accompany the voiceover calling for ‘people know who to make an entrance… people who like bikes/planes/power tools… people who like playing hide and seek… people into cardio… people who like cups of tea’ (and biccies). The WA Police Force communications have tapped into a strong factor in what folks look for in a career change, something that makes them feel as though they’ve ‘found their people’. The community of good as gold characters in this film thoroughly support that messaging, and bring it to life in a way that’s easy to buy into and create a snapshot of exactly what policing should be.
Product Category: Local Authorities
Territory: Australia
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