Pablo & UNLIMITED for The Metropolitan Police, call on Londoners: ‘Change Needs You’

Maggie Hanson Ads, All News, Creativity

Pablo & UNLIMITED recently launched their 1st campaign for Metropolitan Police after winning the account in January 2024. The focus is a recruitment drive for new Police Constables. The New Met for London plan aims to transform the Metropolitan Police Service, with Commissioner Sir Mark Rowley putting change at the centre of his vision: “We must change for our communities and we must change for our officers and staff who serve them”.

‘Change’ was therefore the perfect theme for the new recruitment campaign for The Met; referencing both the positive difference potential recruits could make to their lives and to their communities, as well as being part of an organisation that is changing and improving as well.

The work is truthful in recognizing that change isn’t for everyone. The Metropolitan Police Service needs people who want to change things for the better; society, London and themselves. The good news, uncovered by bespoke quantitative research by UNLIMITED’s Human Understanding Lab, was that there was a large pool of Londoners with the energy and desire to make a positive difference. From in-depth internal qualitative research we found that by shining a light on the rich and varied skills and strengths it takes to be a police officer, those Londoners were more likely to see themselves in the role; empathy, respect, resilience, courage are all values that tally with a fundamental desire to change things for the better.

And so ‘Change Needs You’ aims to highlight the importance and impact of Metropolitan Police Constables whilst acknowledging it’s anything but an easy job. Inspired by and featuring real Police Constable stories and experiences, the multi-channel campaign speaks to the special skills The Met value in their officers. It shines on real life frontline officers who described the creative as both highly realistic and making them proud to be Police Constables.

The campaign launch of “Change Needs You” was ready to air at the end of May but was postponed due to  the  general  election announcement putting a pause on the comms whilst we waited for a new elected government. To focus on ‘Change’ by the Labour party was entirely coincidental. The campaign finally launched on the 18th July 2024 with a 60” & 30” VOD directed by Tom Day from Outsider, OOH and social photographed by Terry Graham, with supporting OLV and radio. The campaign needed to feel real yet call out the qualities for a Police Constable and it was a pleasure working with thirteen real Police Constables, including a former prison officer, a Big Brother finalist, a twin and former cabin crew who are all now thriving and serving communities. The tone of the work was carefully chosen to replicate the scenarios they face day- in- day out and to attract the type of people who would relish the challenges and reality of police work: truthful, serious and authentic.

Stephanie Day, Head of Campaigns & Marketing at The Metropolitan Police Service said:

“The new campaign is based on insight and does a great job in really highlighting the values we need our officers to have whilst reflecting the many benefits individuals get from policing our capital city. Working with real officers allow us to hero the amazing work they are doing whilst inviting Londoners to come and join them. I look forward to seeing the results of the campaign”

Dan Watts, Executive Creative Director, Pablo London said:

“It feels like the right point in time to be harnessing ‘change’ and focusing it into all the things that truly matter. We hope this recruitment drive will bring in those that really feel they can make a difference and push things forward for not only the Met Police, but their careers, their communities and the people around them.”

CREDITS

Creative Agencies: Pablo & UNLIMITED Managing Director: Harriet Knight

  • Client Partner: Eve Bui
  • Senior Account Director: Sophie Ladmore and Chloe Boothby
  • Executive Creative Director: Dan Watts
  • Creative Partner: Chris Bovill and John Allison
  • Creative Group Head: Will Bingham and Victoria Daltrey
  • Creative: Adam Reincke
  • Design: Catherine Williams, Viren Patel, Steve Savory
  • Chief Strategy Officer: Mark Sng
  • Planning Director: Emma Banks and Emma Stafford
  • Deputy Head of Production: Charlotte Lipsius
  • Producer: Adrianne Langley
  • Assistant Producer: Amelia Rose
  • Head of Project Management: Ben Mascari
  • Senior Project Manager: Sam Jones
  • Project Manager: Pierce Lynch

Client: The Metropolitan Police

  • Marketing Team Chief Comms & Engagement Officer: Sharon Sawers
  • Head of Campaigns and Engagement: Jessica Pearce Head of Marketing: Stephanie Day
  • Marketing Manager: Lan Lieu
  • Senior Information Officer Marketing: Maxine Geale
  • Campaign Marketing Manager: Nia Williams
  • Campaigns Marketing Manager: Olivia Watson
  • Campaigns Marketing Manager: Alberta Davidson
  • Campaign Marketing Manager: Natalie Dejong
  • Film Production Director – Tom Day
  • Producer – Tex Travi
  • Production Company – Outsider
  • Production Manager – Esther Rich
  • Director of Photography – Hamish Anderson
  • Social and BTS Director – Fin Frew
  • Stunt Coordinator – Jim Dowdall
  • Editor – James Demetriou at Tenthree
  • Post-Production – The Mill
  • Post Producer – Chloe Ensor
  • Colourist – Philip Hambi
  • Sound Design – Ed Downham and Dugal Macdiarmid at King Lear
  • Music & Sound Music – King Lear Music & Sound
  • Stills Production Photographer – Terry Graham
  • Production Company – Peter Bailey
  • Producer – Luisa Vasques
  • Agent – Tom Wade
  • First assistant – Gareth Williams
  • Lighting assistant – Joe Dabbs
  • Driver and operator – Harry Adams
  • Retouching – Stanley’s Post
  • Multicultural Marketing Consultancy Founder and Director – Patricia Macauley
  • Operations Director – Jasmeet Chana
  • Media Agency: OmniGov