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The Home Office: Be The Difference, 1

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The government's successful drive to protect the public by recruiting 20,000 additional police officers enters a new phase this week with the launch of a new advertising campaign. More than 11,000 people have already joined the police as part of the recruitment drive, helping to cut crime by 14% (excluding fraud and computer misuse), remove 16,000 knives and dangerous weapons from the streets and tackle the scourge of drugs with the closure of over 1,500 county lines.
Agency: FCB Inferno

Two new adverts – featuring two serving police officers from different backgrounds already protecting their communities – will air on TV and in cinemas and, for the first time, on YouTube and Reddit to target a younger and more engaged audience. The campaign was created by FCB Inferno for the Home Office, and the production company Stink. The films were directed by Tom Green, best known for Channel 4’s BAFTA award-winning MISFITS as well as projects for Oxfam and Save the Children. Chief Inspector Matthew Burbeck from Kent Police was part of the team that caught a gang importing millions of pounds of drugs, while Police Constable Lola Giwa from Greater Manchester Police has helped to protect vulnerable people and make sure violent criminals are put behind bars. With the government on track to meet its target of recruiting 20,000 more officers by 2023, the ads in which they feature form part of a wider advertising campaign across radio, social media, online, podcasts and digital display banners.
Credits Other credits

Chief Marketing Officer: Sharon Jiggins

Business Director: Emily Whiteaway

Senior Account Manager: Lara Ashman

Strategy Director: Helen St Quintin ‚Äč

Director of Production: Nikki Chapman

Content Director/Editor: Charlie Coombes

Movi: Myron Mance

Offline Editor: Paul O’Reilly

Editing House: Trim

Colourist: Matthieu Toulett @ MPC

Post Production: Envy

Audio Post: Arge @ Envy

Photographer: Sam Hicks @Wyatt Clarke Jones

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