What do the Australian Federal Police (AFP) do? Most Australians have little idea. Think HQ is helping to demystify the agency’s work and encourage people from all walks of life and backgrounds to pursue a career in law enforcement, with the enticement [read: platform], Everyday People, Legendary Work.
The campaign clears confusion about the AFP’s role and responsibilities, and points to the opportunities to work in more than 200 diverse roles around Australia and the world.
The creative strategy is grounded in research and insights from the existing workforce, community focus groups and surveys and employee value propositions developed with research agency, Verian.
The campaign films, created end-to-end by Think HQ show the AFP in action, connecting with potential recruits through a simple yet distinctive story that highlights the impact of Australia’s national policing agency. The films eavesdrop on animated conversations among everyday Australians talking about the AFP’s work – hacking the hackers, catching money launderers, protecting Australians from terrorists and keeping kids safe online.
Think HQ’s fully integrated model meant that most teams across the agency were involved in the process from creative strategy, creative, production, post production and language services to CultureVerse.
Think HQ founder and managing director, Jen Sharpe, said, “This is exactly the type of brief we love to tackle. The AFP came to Think HQ with a genuine desire to engage with today’s Australia and reach a broader audience. We are uniquely placed to help clients tap into different communities with impact and relevance.
“It’s wildly exciting that we’ve been at the helm for the entire journey from initial briefing to creative development through to full production and post production, all under one roof. We are so proud to see this campaign out in the world.”
AFP coordinator marketing communications, Brooke Jones, commented, “It was important for us to appeal to new and diverse candidates who previously may not have been able to see themselves in the AFP, as well as deliver a campaign that resonated with our existing workforce.
“For the AFP, the focus was on developing content that was as authentic and realistic as possible, showcasing real-world members, equipment and locations, and we’re grateful to the real officers featured. Ultimately, our message is whoever you are, whatever your ambitions and visions, we need your diversity of thought and experience, and you can carve out a meaningful career with the AFP.”
The campaign has been deliberately designed with in-built flexibility to meet the AFP’s ongoing recruitment needs with the ability to evolve over time and tailor it to specific geographic or operational needs.
Everyday People, Legendary Work is running nationally across cinema, BVOD, radio, OOH, digital and social media.
Credits:
Client: AFP
Brooke Jones: Coordinator Marketing Communications
Clare O’Leary: Senior Team Leader Marketing Communications
Liz Anderson: Team Leader Attraction Campaigns & Insights
Amber Eames: Senior Team Member Attraction Campaigns & Insights
Rebecca Black: Senior Team Member Attraction Brand & Content
Dave Anderson: Production Support
Dan Ashwood & Scott Holgate: Production Support
Agency: Think HQ
Founder & Managing Director: Jen Sharpe
Head of Creative Strategy: Lisa Gumbleton
Client Director: Jess Glass / Torey Fitton
Client Manager: Tayla Lawson
Chief Creative Officer: Andy Lima
Creative Director: Sam McCarron
Copywriter: Kate Enright
Art Director: Camilo Suarez
Designer: Steven Curcio
Executive Producer: Caitlin Clarke
Producer: Callum Yeo
Production Supervisor: Maisy Sutcliffe
Camera: Nic Song
Sound: Adam Dixon-Galea
Editor & Grade: Tim Egan
VFX: Xiaohong Jiang
Chief Audiences Officer: Jessica Billimoria
Head of Language Services: Cameron Darke
First Nations Community Engagement Lead: Melissa Bickford
Account Director: Chloe Tran
Language Services Project Manager and Analyst: Anna Wang
Production:
Director: Bec Peniston-Bird
Director of Photography: Sky Davies
Production Manager: Steph Watt
Sound Design & Music: Rumble Studios
Stills Photographer: Tom Franks
