The NZ Police have launched an innovative new recruitment campaign which depicts real-life stories of NZ officers via street artwork.
Created by M&C Saatchi, the stencils each capture a moment from a true NZ police story stencilled on a wall near the site where it happened. The first artwork is to be found just off Cuba Mall in Wellington. It depicts Detective Kylie Schaare standing protectively over a small child. At night, a menacing shadow hovers over the scene. Kylie was involved in tracking down one of the worst cases of child abuse our country has ever seen.
On the corner of K’ Road and Day streets in Auckland, a chase scene was created. This depicted the story of two female police officers, Constable Julia Vahry and Constable Madeline Roberts. The police officers are executing a perfect pincer move as the perpetrator runs into their well-laid trap.
On the edge of Christchurch’s red zone, a stencil was installed within a kilometre of the collapsed CTV building site; where 28 Japanese victims were lost. The stencil utilises existing concrete drip-marks to illustrate the tears of Constable Nao Yoshimizu, who laid flowers on behalf of the families and stayed with them as they came to terms with their grief.
The campaign also used Adshels depicting the stencils with QR codes linking to YouTube videos about the stories, as well as mini-TV documentaries, online banners and street posters. To view the videos, visit www.newcops.co.nz.
