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Sweetshop's Damien Shatford Directs NZ Police Recruitment Video For Ogilvy

By

Robert Goldrich
Friday, Nov. 2, 2018

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After last year’s viral hit recruitment video, New Zealand Police now follows up with a piece that continues to encourage cultural and gender diversity. Once again, Damien Shatford of Sweetshop directed the NZ Police effort for Ogilvy New Zealand.

Having launched on NZ Police’s Facebook Page, the new “Breaking News” recruitment video is all about asking questions and getting answers, where we see the New Zealand public take over a press conference, with a bit of friendly interrogation in the field.

“The ‘Breaking News’ video features our officers answering the questions most people commonly ask us before joining up, but in a fun, creative and accessible way,” said police commissioner Mike Bush, “Our organization aspires for New Zealand to be the world’s safest country and the government has invested significantly to help us to do this by growing our overall staff numbers.

“We want to better reflect the communities we serve and this means attracting new staff from all backgrounds, but we particularly need more women, Māori, Pacific Islanders and Asians. We also need people who are keen to work in Tāmaki Makaurau.
This innovative campaign sets out to ensure any questions a potential future cop has is answered and we’re confident that will mean more people sign up to join our fantastic organization.”

Credits

Client New Zealand Police Agency Ogilvy New Zealand Regan Grafton, chief creative officer; Lisa Fedyszyn, Jonathan McMahon, executive creative directors; Cece Chu, sr. creative; Danny Carlsen, design director; Nathan Chambers, head of design; Matt McPhaill, producer; Ben Fielding, executive director. Production Sweetshop Damien Shatford, director; Fiona King, managing director; Ben Dailey, exec producer; Marty Williams, DP. Postproduction Martin Spencer, head of postproduction; Ben Marshall, sr. editor; Dave Gibson, colorist; Gonzalo Deza, VFX. Sound Liquid Studios Tamara O’Neill, exec producer; Peter van der Fluitt, head composer; Craig Matuschka, sound engineer.

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