The Australian Federal Police lifts the curtain on modern policing in new campaign via Think HQ
Fully integrated positive change agency Think HQ shines a light on the everyday people doing legendary work for the Australian Federal Police (AFP) in a new multi-layered brand campaign designed to demystify the agency’s work and encourage people from all walks of life and backgrounds to pursue a career in law enforcement.
The overarching platform ‘Everyday People, Legendary Work’ aims to educate the community about the AFP’s role, and responsibilities showcase the opportunities to work in more than 200 diverse roles around Australia and the world.
The creative strategy is grounded in research and insights from the existing workforce, community focus groups and surveys and employee value propositions developed with research agency Verian.
Think HQ’s end-to-end production of the campaign has delivered a series of beautifully crafted films that blend everyday life with powerful visuals of the AFP in action, connecting with potential recruits through a simple yet distinctive story that highlights the impact of Australia’s national policing agency.
The films eavesdrop on animated conversations among everyday Australians talking about the AFP’s extraordinary work – hacking the hackers, catching money launderers, protecting Australians from terrorists and keeping kids safe online.
How do they know? Their friends and neighbours work at the AFP. They are everyday people, just like them, but they are working on the stuff of legends.
The campaign is an example of Think HQ’s fully integrated model with most teams across the agency involved in the process including creative strategy, creative, production, post production, language services and CultureVerse.
Think HQ Founder and Managing Director Jen Sharpe says: “This is exactly the type of brief we love to tackle. The AFP came to Think HQ with a genuine desire to engage with today’s Australia and reach a broader audience. We are uniquely placed to help clients tap into different communities with impact and relevance.
“It’s wildly exciting that we’ve been at the helm for the entire journey from initial briefing to creative development through to full production and post production, all under one roof. We are so proud to see this campaign out in the world.”
Says AFP Coordinator Marketing Communications, Brooke Jones: “It was important for us to appeal to new and diverse candidates who previously may not have been able to see themselves in the AFP, as well as deliver a campaign that resonated with our existing workforce.
“For the AFP, the focus was on developing content that was as authentic and realistic as possible, showcasing real-world members, equipment and locations, and we’re grateful to the real officers featured.
“Ultimately, our message is whoever you are, whatever your ambitions and visions, we need your diversity of thought and experience, and you can carve out a meaningful career with the AFP.”
The campaign has been deliberately designed with in-built flexibility to meet the AFP’s ongoing recruitment needs with the ability to evolve over time and tailor it to specific geographic or operational needs.
‘Everyday People, Legendary Work’ has rolled out across cinema, BVOD, radio, OOH, digital and social media.
AFP:
Brooke Jones: Coordinator Marketing Communications
Clare O’Leary: Senior Team Leader Marketing Communications
Liz Anderson: Team Leader Attraction Campaigns & Insights
Amber Eames: Senior Team Member Attraction Campaigns & Insights
Rebecca Black: Senior Team Member Attraction Brand & Content
Dave Anderson: Production Support
Dan Ashwood: Production Support
Scott Holgate: Production Support
Think HQ:
Founder and Managing Director: Jen Sharpe
Head of Creative Strategy: Lisa Gumbleton
Client Director: Jess Glass / Torey Fitton
Client Manager: Tayla Lawson
Chief Creative Officer: Andy Lima
Creative Director: Sam McCarron
Copywriter: Kate Enright
Art Director: Camilo Suarez
Designer: Steven Curcio
Executive Producer: Caitlin Clarke
Producer: Callum Yeo
Production Supervisor: Maisy Sutcliffe
Camera: Nic Song
Sound: Adam Dixon-Galea
Editor/Grade: Tim Egan
VFX: Xiaohong Jiang
Chief Audiences Officer: Jessica Billimoria
Head of Language Services: Cameron Darke
First Nations Community Engagement Lead: Melissa Bickford
Account Director: Chloe Tran
Language Services Project Manager and Analyst: Anna Wang
Production:
Director: Bec Peniston-Bird
Director of Photography: Sky Davies
Production Manager: Steph Watt
Sound Design/Music: Rumble Studios
Stills Photographer: Tom Franks
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