Polisen
Since a large number of applicants does not necessarily mean fewer empty spots in police training, the campaign’s focus was to reach candidates, aged 19-35, who have the right qualities to succeed all the way through the program.
The target audience is generally attracted to realistic, emotionally engaging portrayals of the police profession, emphasizing its variety and the opportunity to make a difference for people. It was therefore important to find a new photographic style that portrays police work in an authentic way. Inspiration came from both popcultural references like “tunna blå linjen” and what kind of videos we see when we scroll through TikTok.
Role
Art director
The target audience is generally attracted to realistic, emotionally engaging portrayals of the police profession, emphasizing its variety and the opportunity to make a difference for people. It was therefore important to find a new photographic style that portrays police work in an authentic way. Inspiration came from both popcultural references like “tunna blå linjen” and what kind of videos we see when we scroll through TikTok.
Role
Art director
