Desk Job Commercial
Client
Established in 1861, the DC Metropolitan Police Department (MPD) has upheld integrity, accountability, and professionalism at its core. Embracing diversity and inclusion, it reflects the demographics of Washington, D.C., while leading with excellence and innovation in law enforcement.
With a commitment to fairness, justice, compassion, and empathy, the MPD fosters trust and partnership within the community, setting a standard for effective and community-centered policing nationwide.
Goal
Our goal for this project was strictly recruitment; to attract more officers and cadets to join the DC Metropolitan Police Department (MPD). This was to be measured by the number of sign-ups on a dedicated page. This number will be compared to the average number of monthly sign-ups from the previous 6 months.
Target Audience & Message
After some research we figured out who we wanted to talk to:
- DC natives
- Young adults (18-35)
- People looking for excitement in their lives
What is the message we want to portray to them?
“Working for MPD is a fun, exciting and dynamic place to work”
Creative
After defining our goal, target audience, and message, we faced the pivotal question: How could we best convey it?
MPD was big on story-based projects. However, we thought a more cinematic, commercial style video would work wonders for this.
Deliberating various concepts, we envisioned a compelling scenario: a child at a parent-teacher conference faced with the age-old query of what they aspire to become when they grow up. Two contrasting visions emerge: one, a dreary existence confined to a monotonous desk job drowning in paperwork; the other, a thrilling, adrenaline-fueled career at the MPD.
The child’s inevitable choice, resonating with our audience’s inner child, epitomizes the longing for excitement and purpose in one’s daily endeavors. This narrative strikes a chord, particularly with those disillusioned with mundane routines, igniting a spark of inspiration for meaningful change.
Final Product
Analysis
After production, we release the final product to the world!
- 575% increase in daily MPD applications on its release date.
- Monthly increase of 324% in officer applications.
- Monthly increase of 614% in cadet applications.
We’re super proud of the final product and the results!