See the Unusual
New Zealand Police Ad
That Boosted
Recruitment Inquiries
by 600%
Ogilvy ditches the single spokesperson
How do you reach a broad cross-section of potential police recruits? With an entertaining video that features a broad cross-section of police spokespeople.
Ogilvy did just that for New Zealand Police, and saw a surge of surge of new applicants.
The point of the campaign was to attract more diversity to the New Zealand Police ranks, forming a team that better represents and understands all the communities of New Zealand. And so, the video has tons of diversity, too—featuring 70 real officers and a constantly changing point of view.
This ads drove a 898 percent increase in web traffic to newcops.co.nz on the day of launch, Ogilvy says, and a 615 percent increase in profiles created by potential new police in the first week. Notable, there was a “huge increase” in interest from Asian, Pacific and Maori potential recruits, Ogilvy adds.
The video also impressed law enforcement around the world, including Police Chief Mark Walsh of the Hampshire Police in the U.K. and San Diego Police Department Chief Shelley Zimmerman:
CREDITS
Agency: Ogilvy & Mather, New Zealand
Client: New Zealand Police.
Deputy Chief Executive: Karen Jones
Strategic Communications Manager: Jane Archibald
Senior Marketing Advisor: Helen Flannery
Media Support: Garry Boles
Executive Creative Director: Regan Grafton
Group Creative Director: Lisa Fedyszyn
Group Creative Director: Jonathan McMahon
Art Director: Sam Henderson
Copywriter: Kent Briggs
Design Director: Danny Carlsen
Design, Creative Director: Nathan Chambers
Design Producer: Dave Preece
Head of Operations: Siobhan Burke
Agency Film Producer: Rachel Stewart
Agency Film Producer: Steen Bech
Executive Director: Wendy Schrijvers
Account Director: Christina Opferkuch
Planning Director: Ben Fielding
Group Media Director: Denelle Joyce
Digital Media Manager: Nick Pickering
Media Manager: Stephen May
Production Company: The Sweet Shop
Director: Damien Shatford
Executive Producer: Ben Dailey
Managing Director: Fiona King
DOP: Andrew Stroud
DA: Alistair MacDonald
Senior Editor: Ben Marshall
Head of Post Production: Martin Spencer
Colourist: Dave Gibson
Sound: Liquid Studios
Executive Producer: Tamara O’Neill
Head Composer: Peter van der Fluit
Senior Sound Engineer: Craig Matuschka
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Tim Nudd – @nudd is creative editor of Adweek and editor of AdFreak, its daily blog. He oversees all of Adweek’s creative coverage and is co-host of its weekly podcast, Yeah, That’s Probably an Ad.
____________________
Graphic video shows
Daniel Shaver sobbing
and begging officer
for his life
before 2016 shooting
After the officer involved was acquitted of second-degree murder charges, officials in Arizona publicly released graphic video showing Daniel Shaver crawling on his hands and knees and begging for his life in the moments before he was shot and killed by police in January 2016.
Shaver died in one of at least 963 fatal police shootings in 2016, according to a Washington Post database. And his death was one of an increasing number of such shootings to prompt criminal charges in the years since the 2014 protests in Ferguson, Mo. following the death of Michael Brown. Yet charges remain rare, and convictions even more so.
The shooting, by Philip “Mitch” Brailsford, then an officer with the Mesa Police Department, occurred after officers responded to a call about a man allegedly pointing a rifle out of a fifth-floor window at a La Quinta Inn. Inside the room, Shaver, 26, had been doing rum shots with a woman he had met earlier that day and showing off a pellet gun he used in his job in pest control.
The graphic video, recorded by Brailsford’s body camera, shows Shaver and the woman exiting the hotel room and immediately complying with commands from multiple officers. The video was shown in court during the trial, but it was released to the public after jurors acquitted Brailsford on Thursday.
[ The Washington Post’s 2017 fatal police shooting database ]
After entering the hallway, Shaver immediately puts his hands in the air and lies down on the ground while informing the officer that no one else was in the hotel room.
“If you make a mistake, another mistake, there is a very severe possibility that you’re both going to get shot. Do you understand?” Sgt. Charles Langley yells before telling Shaver to “shut up.”
“I’m not here to be tactical and diplomatic with you. You listen. You obey,” the officer says.
For the next five minutes, officers give Shaver a series of instructions. First, an officer tells Shaver to put both of his hands on top of his head, then he instructs him to cross his left foot over his right foot.
“If you move, we’re going to consider that a threat and we are going to deal with it and you may not survive it,” Langley said.
The officer then has the woman crawl down the hallway, where she is taken into custody. Shaver remains on the ground in the hallway, his hands on his head.
Langley tells Shaver to keep his legs crossed and push himself up into a kneeling position. As Shaver pushes himself up, his legs come uncrossed, prompting the officer to scream at him.
“I’m sorry,” Shaver says, placing his hands near his waist, prompting another round of screaming.
“You do that again, we’re shooting you, do you understand?” Langley yells.
“Please do not shoot me,” Shaver begs, his hands up straight in the air.
At the officer’s command, Shaver then crawls down the hallway, sobbing. At one point, he reaches back — possibly to pull up his shorts — and Brailsford opens fire, striking Shaver five times.
[ Fatal shootings by police are up in the first six months of 2016, Post analysis finds ]
According to the police report, Brailsford was carrying an AR-15 rifle with the phrase “You’re F—ed” etched into the weapon. The police report also said the “shots were fired so rapidly that in watching the video at regular speed, one cannot count them.”
Brailsford testified in court that he believed Shaver was reaching for a gun.
“If this situation happened exactly as it did that time, I would have done the same thing,” Brailsford said during the trial. “I believed 100 percent that he was reaching for a gun.”
No gun was found on Shaver’s body. Two pellet rifles used in Shaver’s pest-control job were later found in the hotel room.
After two days of deliberation, jurors found Brailsford not guilty of second-degree murder as well as of a lesser charge of reckless manslaughter.
“The justice system miserably failed Daniel (Shaver) and his family,” said Mark Geragos, an attorney for Shaver’s widow, according to the Arizona Republic.
Attorneys for the officer had petitioned to keep the video from being released, and a judge agreed to block its release to the public until after the trial had concluded.
Brailsford’s attorney, Mike Piccarreta, told The Post in a previous interview that he thinks the body camera footage clears his client.
“It demonstrates that the officer had to make a split-second decision when [Shaver] moved his hands toward the small of his back after being advised that if he did, he’d be shot,” Piccarreta told The Post in 2016.
Piccarreta also said he wasn’t sure his client would be interested in trying to get his police job back.
Shaver’s widow and parents have filed wrongful-death lawsuits against the city of Mesa.
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Kimberly Kindy contributed to this report.
Correction: An earlier version of this story misidentified the officer who was shouting commands to Shaver. It was Sgt. Charles Langley.