Väx med en större uppgift

Recruitment strategy and campaign concept for the Swedish Police. In order to fill the empty seats at the Police academy, we aimed to reach a bigger and more diverse selection within the target groups. After we found that many great candidates hesitate because they doubt themselves and wrongly believe they need to be perfect to even enroll, we told the story of every police being unique. And, while the challenge is big, it’s a challenge you rise with – during your time at the academy all through your entire career.

30 second hero version, aired on TV, play channels, social media and cinemas.

3 x 15 second cut downs, centered around each of our candidates.

While we focus on the journey of the civil candidates in the films, we wanted to portray experienced police officers in the still formats as an inviting reminder that you keep rising to the challenge with your colleagues throughout your entire career.

Agency: Volt

Account Director: Jenny Meckbach Sehlstedt
Account Manager: Susanne Göthberg
Planner: Anton Blanck/Cornelia Wangel
Copywriter: Sandra Burman
Art Director: Molly Rennéus
Final Art: Åsa Stjärnquist

Director: Jonas Hong Soo Eriksson (Slutet är nära)
Photographer: Jörgen Brennicke (Rockson)