New Zealand Police

World's Most Successful Recruitment Video

Correcting the diversity and gender imbalance in New Zealand Police.

Client New Zealand Police
Date Dec 2018

In 2017, New Zealand Police was 80% white, 70% male. So, we needed recruits that better reflected the real New Zealand. That's why we created a recruitment video to correct this diversity and gender imbalance and encouraged our diverse nation to sign up at

Our video starred 70 diverse real officers, spoke to different communities and used influencers to appeal to different demographics.


Within a week of its release it:

  • Reached 91.8 million people
  • Saw a month's worth of enquiries in the first 24 hours
  • 75% of total applicants: female, Maori, Pasifika and Asian.
  • The Video saw a 615% increase in profiles opened on, the first step for applications.
  • Was the number 1 trending video on YouTube and Facebook
NZ Police Brand Hero v2