B R A N D I D E N T I T Y // R E C R U I T M E N T
N A M E D E V E L O P M E N T //
The Amsterdam Police Department wanted to challenge their way of thinking and working by recruiting a different breed—usually new employees come from the Police Academy or Administration Studiesprogrammes.
RECRUIT CREATIVE ACADEMICS
Aiming for this specific targetgroup (academics that study philosophy, art, Islamic studies, physics) was a challenge as they aren't interested in working with the Police Department.
To reach this specific audience, who may never normally be attracted by a Police Department campaign, we created a new brand; Juxta. The name is derived from juxtapose (to place close together or side by side, for comparison or contrast).
We created a recuitment campaign that showed innovative ideas, triggering the curiosity. The ads were placed in relevant papers, magazines and e-zines. The campaign got great results: over 200 valuable applications, extensive media coverage, and a boost for the Police Department’s identity.
Photography: Arthur Mebius
Design: Niels 'Shoe' Meulman