Police - recruitment campaign

Back in 2002 and 2003 as Creative Director at Profero, I was extremely lucky to work on Central Office for Information campaigns for the Army, Child Protection and the Police. This campaign for Police recruitment was in collaboration with Saatchi & Saatchi, who at the time had no digital offering. We worked with Saatchi's creative strategy to create interactive ads that worked with the same messaging. These ads were highly innovative at the time, using a combination of an early version of Flash, Java and dynamic HTML. All of these ads would have been served at under 15KB in file-size, either through our own in-house ad-trafficking system, or TangoZebra, the pioneering platform that became DoubleClick, now simply Google. I was responsible for the ideas, art direction, design and production of this campaign, which won numerous awards.

BT Openworld takeover

We utilised dynamic HTML to make an ad format glide across the screen, revealing that height isn't a barrier to joining the Police.

Rolling over areas of the ad format revealed the boy.

The interactive switch enabled the user to choose their fitness levels, supported by an animated man.

3 options to select within the ad led to educational answers.

By clicking on the arrow, the user could swap heads and bodies, creating some jarring proportions.

5 different ad formats were non-interactive, with this being one example.

With limited file-size available to us, we played on the graininess of CCTV to animate an image that gave a feel of video. The footage ran for just 3 seconds before the user was asked to remember what the man was holding.

This ad format allowed the user to choose their height, which revealed in each instance that it's no barrier to joining the Police.

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