Victoria Police launches ‘Made for More’ recruitment campaign via Wunderman Thompson
Victorian Police has launched a new recruitment campaign via Wunderman Thompson, Melbourne, marking the first piece of work since WT won the business following a competitive pitch. ‘Made for More’ is a call to service for those in the Victorian community who know they are capable of more.
As an organisation, Victoria Police champions inclusivity, safety, respect, and career progression with the campaign capturing exactly what Victoria Police, and the officers who are a part of it, stand for.
The campaign aims to inspire, motivate, and give confidence to applicants by calling out the values that are core to Victoria Police and common to all police officers. In doing so, it demonstrates the unique skills that applicants can bring to policing, essential for making Victoria a safer place.
Steph Gwee, Associate Creative Director, Wunderman Thompson said “To connect with our audience we needed to show the rewarding nature of joining Victoria Police and the many career paths open to them beyond their first year. To attract more applicants to Victoria Police our campaign evolves in a considered and staged approach, from awareness through to conversion. With the applicant journey in mind throughout, we have shaped our communications accordingly to ensure we connect meaningfully.”
The campaign will run across TV, cinema, radio, press, OOH, digital and social media.
Creative Agency: Wunderman Thompson, Melbourne
Production House: MOFA
Director: Joel Harmsworth
Sound: Squeak E Clean
Editing: ARC
Media: OMD
32 Comments
No shot of telling old ladies to put their masks on?
ACAB.
Well done Joel. Beautiful work.x
Should have featured a lot more rubber bullets fired at citizens and pepper spray to old ladies’ faces IMO
Where did they find that 90s style cubicle office at the start, it’s like the matrix office.
Also I’m pretty sure the Police still have sterile office environments they have to do all their paperwork in…
And why is one of the first ‘benefits’ having to manhandle some unruly person in cuffs? Must be the worst part of the job (unless you join the police just to rough up people).
Then the other benefits are….working on New Years Eve? Having to attend a grizzly murder scene under a dank bridge?
Well I’m sold.
nice one
More corruption
More brutality
More arrogance
More fines
Bang on. This campaign will appeal to people who arrogantly believe they are above everyone else and crave a badge and a gun to prove it.
I think this connects well with the target audience. Criticisms of VicPol, which may or may not be justified, are surely irrelevant to judging this piece of creative.
thi s is great ha ha
does anyone kno where i can purchase some marijuana?
I thought we were the only one’s ‘made for more’.
Nice work to all involved.
Nicely handled.
Teenage voice over makes it feel amateur not more authentic. It’s an ad, we all know it’s not a real cop doco. Otherwise some very nice shots.
… is filled with 20 somethings who’ve never needed the police.
Grow up. This is one of the hardest jobs to do.
Pretty sure none of you have ever knocked on a strangers door to tell them their kid is dead. Or attended countless domestic violence call outs or psychological sieges during lockdown.
I’ll spare you details of the suicide scenes, or being covered in the blood of someone having a psychotic incident.
The sentiment of the campaign is bang on. The average cop will do far more for society than your pixel shifting.
THis Is oNE oF thE HARdEst JobS to Do.
‘Society’? Clearly you haven’t been watching the news in recent times. Human society is teetering on collapse in many ways. Not sure recruiting more police is going to help that, you only have to look at America to see that. You also have to ask yourself what sort of person wants to become a cop?
I do agree we need them, but that doesn’t mean they are all wonderful humans / heroes.
Regardless, let’s talk about the creative technically, rather than emotionally and subjectively.
I don’t think anyone is suggesting all police are good people or do a good job. However, the role does provide the motivated person with the opportunity to make a meaningful contribution to society.
No word on the first or last bit of my comment?
Only the middle bit?
Interesting.
The script and visuals line up at the worst possible moments – ‘something more exciting’ VO with visuals insinuating a murder scene under a bridge? hmmmm
That VO is the worst. Just horrible.
Ruins the emotion. The receptionist they got in to do it for free, who is stumbling over the read with no performance and a library music track.
Totally detracts from the pictures, which Joel, are great.
Correction, shots look great, thanks DOP.
Jeremy Rouse?
All cops are bad.
No exceptions.
If you think you know a good cop, just wait a little longer.
This ad also sucks.
There were so many cookers in our industry!
The nbn wants their tagline back.
Looks good to me. Comments section is full of unwashed cucks.
Attending a murder scene might not be up your alley (prob why you chose to work in advertising) but it is certainly something police enjoy doing – it’s peak police work. They love it – hence it being part of the ad.
Aren’t ad people supposed to be good at empathy.
As for the anti police stuff – spare me, sure you might not like the idea of the police or what the represent as an institution, but when your apartment gets robbed, your bike gets nicked or your mate gets punched in the face at the pub – guess who you’re calling?
I like it, taps into the reason that many people join the cops – action and the feeling like they want to do something with direct and visible positive impact
We call them of course, doesn’t mean they do much to help. You’ve never had to call them have you?
Ad people and cops are both terrible at empathy.
Have I ever called the cops? Yeah, multiple times
Been as helpful as they could have been aka doing their job
Nice execution, no doubt many shots had to do a lot of client hoop jumping.
A penny for your thoughts;
It’s seen as avant-garde now days in the West to rag on the police but until you really need them, it’s hard to appreciate their relevance and function. We dial a number and they are there; some are better than others and some are power tripping ego maniacs, some try their best and it’s not enough. Some make a real difference, others don’t. Sounds like many of the people who read this blog.
It’s easy to forget, in the spoilt addled minds of todays inner city “resistance warriors” that our system of governance is a privilege that so few of the 7billion+ on this planet are able to experience.
For being so interconnected as a society it’s incredible that so many of us have no understanding of history and are now digesting belief reinforcing new bites limited at 160 characters. An example; on matters of policy the Vic Police follows the State Government directives and legislation. The majority of the covid criticisms regarding excessive enforcement are due to the State Government’s emergency legislation and appointed Chief Health Officer overstepping the civil liberty we are accustomed to – in this country and state – and then expecting the police force to step up and uphold their legislation. As the day in the classics, it’s a dirty job but someone has got to do it. Be happy it’s not you. And that instead you can ponce around in your urban GoreTex Salomons and worry about who’s pronouns have changed.
Honestly not a bad ad. They managed to strike the balance of talking straight to the right audience, without over dramatising or glorifying the police. Nice one, Wunderman Thompson and Joel. Tricky balance to pull off.
no
I find it amusing that boomers or oldies always blame ‘hipsters’ (or whatever the latest term for youth who know what’s happening in culture) for negative comments. Guess what, you were once the youth, and once wearing the latest shoe trend as you started you’re cool new job in advertising, you were hired because you knew what was happening in culture and had a pulse. Police aside, get a grip on your own insecurity.