"Everyday People, Legendary Work"
Australian Federal Police (AFP) is encouraging people from all walks of life and backgrounds to pursue a career in law enforcement in a new campaign via Think HQ.
‘Everyday People, Legendary Work’ aims to educate the community about the AFP’s role, responsibilities and showcase the opportunities to work in more than 200 roles around Australia and the world.
“This is exactly the type of brief we love to tackle,” Think HQ founder and managing director Jen Sharpe said.
“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.”
The campaign uses research and insights from the existing workforce, community groups, surveys and employee value propositions developed with research agency Verian.
It launches nationally on 10 June across cinema, BVOD, radio, OOH, digital and social media.
“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,” AFP coordinator marketing communications Brooke Jones said.
“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 feature.
“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.”
CREDITS
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: Production Support
Scott Holgate: Production Support
Think HQ:
Founder and 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
