NZ Police ask ‘Do you fit the description we’re looking for?’ in recruitment drive via EightyOne
New Zealand Police has launched a new nationwide recruitment campaign via EightyOne and Supernormal, highlighting everyday Kiwi attributes as police-worthy skills, and asking ‘Do you fit the description we’re looking for?’
Launching with video, the campaign follows current serving officers as they travel around Aotearoa, recruiting from the same communities they help keep safe. Their brief is simple; spot everyday legends showing off the skills Police are after. Directed by Vince McMillian, the film blends observational humour with police terminology to highlight attributes like leadership, fitness, teamwork, and problem-solving.
More than 50 current and retired officers make an appearance, and they represent more than 10 different career pathways, including Police National Dive Squad, dog handlers, Air Support Unit, Search and Rescue, and Armed Offenders Squad amongst others.
Flora Muirhead, Senior Communications Advisor (campaigns) says the campaign highlights the lengths Police will to go to find the perfect recruit: “Our people are our best recruiters which is why featuring our staff, on-the-job, and in the uniform is so important in our advertising. Police are looking for diverse applicants from critical thinkers, hikers with stamina, parents with patience, and community-minded people armed with empathy – to name a few!”
The new campaign, created in partnership with EightyOne and Supernormal, will run across video, OOH, digital, and social. As well as reaching recruitment goals, New Zealand Police want to spark a bit of pride, a few laughs, and get folks thinking: “Hang on, maybe I could do this too.”
Chris Appelros, copywriter at EightyOne, says the campaign isn’t just recruiting more officers, it’s reframing what the job actually calls for: “New Zealand Police need human qualities, not stereotypes. In fact, many Kiwi might not realise they already have the exact qualities Police are currently looking for.”
Client: New Zealand Police
Marketing and Brand Manager – Jess Bovey
Senior Communications Advisor – Flora Muirhead
Agency: EightyOne
Media: EigthyOne M
Production company: Supernormal
Director: Vince McMillan
EP: Matt McKenzie
Production Manager: Becks Lawrence
DOP: Marty Williams
Production Designer: Sarah Cooper
Stylist: Jules Armishaw
Location Manager: Clayton Tikao
Offline: Rachel Goldsworthy, Archie Porter
Colourist: Matic Prusnik
Online: Stu Bedford
Composer: Thomas Healy
Sound Design: Craig Matuschka
Audio Post: Liquid Studios
Photographer: Reagen Butler