Client:NZ Police

Type:Fully Integrated Recruitment Campaign


New Zealand Police are striving to increase staff numbers over the next three years to meet the objective of being the safest country, and to deliver on the Government’s signalled staffing increase.

Police want to attract more women, Māori, Pacific Islanders, and people from all other ethnicities and backgrounds to better reflect New Zealand communities.


A faced-paced recruitment video that speaks to a wide variety of New Zealanders and celebrates the kind of recruits New Zealand Police want on their team – Ones who bring their own unique and diverse qualities, skills and quirks to the job.

The most entertaining Police recruitment video featuring over 70 actual cops, the Police band, Police dogs & cats, Eagle helicopter, the AOS, William Waiirua, Black Ferns, muscle man and the Commissioner Mike Bush, encourages New Zealanders to take the first step to join NZ Police.

The 3-min video was initially released on the New Zealand Police Facebook pages, followed by a roll out of different durations and campaign elements over various other media channels.



The feedback we’ve been receiving from across New Zealand and the world has been phenomenal.

The results have completely exceeded our clients expectations.

In less than 24 hours after launch the video achieved over 1.2 million views and 20,000 shares.

An 800 percent increase in traffic to the New Cops website and 333 new profiles created by people interested in joining Police.

The feedback from the public and Police counterparts across the world has been extremely positive with lots of people commenting on the diversity and the ‘kiwi’ humour in the video.

The video has also been picked up by local media, making headline news on the Herald, Stuff, Newshub, Breakfast and TVNZ.