Position
The Met needs people who want to be where the action is.
Move 06 / Counterplay
Met Police
A legal way into the action.
Recruitment strategy, OOH posters and launch stunt.
Board position
Tension
Police recruitment often sounds too obedient.
Move
Reframe the illegal thrill as a legal job.
Result
A sharper invite into public service.
Brief
Make policing feel active.
Why I made it
I like when a campaign flips the thing people already think.
Strategy
Recruit people drawn to action by showing the legal version of the thrill.
The campaign borrows the language of risk, speed and belonging, then redirects it into public service.
OOH posters
Straight campaign lines that turn illegal action into legal work.
Stunt
Graffiti cover ups become recruitment media.
Campaign moves
Three recruitment lines built from the energy of the job.
01
Join a gang
Belonging, redirected into service.
02
Run reds
High speed response without crossing the line.
03
Move weight
Seize, carry and shift what others cannot.
Next move