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Breaking the internet

Breaking the internet


Within hours, Damien Shatford’s hilarious New Zealand Police recruitment video – complete with feline officers, budgie-smuggling bodybuilders, and a purse-snatching pooch – racked millions views.


The action-packed clip, humbly titled World’s Most Entertaining Police Recruitment Video, took the internet by storm almost immediately after it was posted to facebook.


It prominently features Kiwi women and New Zealanders of many ethnicities in order to attract candidates from diverse backgrounds.


Commissioner Mike Bush, who makes a cameo appearance in the video, described the online reaction as “phenomenal”.


“We always knew this would be popular but the results have completely exceeded our expectations,” he said in a statement.


Traffic to New Zealand’s police officer recruitment website increased by 800 per cent and more than 300 people had shown interest in joining the police after the video was uploaded, he said. Ogilvy & Mather, the advertising agency behind the ad, also said there was a “huge increase” in interest from Asian, Pacific and Maori potential recruits.


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: Sweetshop
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