We were fortunate to spend time as lead team on this fascinating employer brand. The Met are constantly copping the flak so have to be PC (arf arf). The challenge was to produce work that would impact but not offend.
Brief
Get public-spirited Londoners to join The Met as PCSOs. Make sure everyone can see tthe efforts being made to deter crime across the capital.
Solution
Straight headlines in reflective lettering out of a jacket-yellow background. You couldn't miss it. It became The Met's most successful attraction campaign ever. 2,500 PCSOs recruited within twelve months. Gotcha!
Brief
Get members of London's gay community to think about becoming police officers.
Solution
A cute visual that worked nicely with The Met's strapline. We thought it would be an ideal ad in the Pride programme. But The Met got cold feet.
Brief
Get people to become police officers by showing them how varied and rewarding the job can be.
Solution
Missing persons. Discarded weapons. Dawn raids. Car chases. Heat-seeking helicopters. It's exciting being a police officer. And satisfying to think you're doing the right thing. Hence these two ads. Both ran. And both worked.
Even The Met's backroom jobs have an urgency and purpose about them.
Directing The Met's property portfolio ranks as one seriously challenging job.
Brief
Warn officers of the dangers of ignoring infection control procedures. As you can imagine, police officers have to deal with all kinds of low life. Some you can't see.
Solution
A visceral 12-minute drama with a sting in the tail. Pretty effective given the tiny budget. And yes, that is Ian Brady, the Moors Murderer.
Awards
New York Festival World Gold Medal for Best Writing. IVCA Gold for Best Script, Silver for Best Practical Training
Brief
Deliver a short film that makes sure officers pay attention to their training, not their instincts.The last thing the top brass wants is for its frontline officers to go into the red mist of a fight or flight response when they're policing high-risk situations. Why? Because the consequences can be costly.
Solution
A tense psychological thriller called The Worst Enemy. You'll see why when you watch it. One of the scenes made our client - as thick-skinned as they come - weep like a baby in when he saw the first cut in the edit suite. Guess which scene it is.
Deliver a short film that makes sure officers pay attention to their training, not their instincts.The last thing the top brass wants is for its frontline officers to go into the red mist of a fight or flight response when they're policing high-risk situations. Why? Because the consequences can be costly.
Solution
A tense psychological thriller called The Worst Enemy. You'll see why when you watch it. One of the scenes made our client - as thick-skinned as they come - weep like a baby in when he saw the first cut in the edit suite. Guess which scene it is.
Awards
New York Stevies for Best Writing. IVCA Gold for Best Script.
New York Stevies for Best Writing. IVCA Gold for Best Script.
