Do you care enough to be a cop?

For the NZ Police 2016 recruitment campaign, we created a series of social experiments that smashed perceptions of what it means to be a cop.

Along with all previous recruitment records.

3.9 million views on the NZ Police recruitment page.
41% female applicants.
45% ethnic applicants.
And an estimated global reach of over 60 million.

The campaign landed the NZ Police account for Ogilvy and was in pre-production within days of the pitch.