Bronze
Online Film
Political
| Entrant: | Kwpx&partners, Perth |
| Brand: | Western Australian Police Union |
| Title: | "Cop Enough" |
| Corporate Name of Client: | Western Australian Police Union |
| Client Company: | Western Australian Police Union, Perth |
| Client President: | Paul Gale |
| Client Company Corporate Communications Manager: | Reney Omar |
| Agency: | Kwpx&partners, Perth |
| Executive Creative Directors: | Bryan Dennis/Dav Tabeshfar |
| Agency Business Director: | Dru Mincher |
| Agency Senior Account Director: | Tammy Hackett |
| Agency Account Manager: | Carol-Ann Cronin |
| Production Company: | Inhale Content, Perth |
| Director: | Matt Pitcher |
| 1st AD: | David Attwell |
| Director of Photography: | Elliot Nieves |
| Production Assistant: | Alexandra Nell |
| Post-Production Company: | Inhale Content, Perth |
| Lead Artist: | Gavin Cowrie |
| Sound Design Company: | Cue Sound, Perth |
| Sound Design Producer: | Anika Fourie |
| Sound Designer: | Shaun Sandosham |
| Sound Mixer: | Bryan Chance |
| Performer: | Gavin Cowrie |
| Executive Producer: | Matt Pitcher |
| Editor: | Matt Pitcher |
| Colorist: | Elliott Nieves |
Description:
They asked for a "hard-hitting" idea that would start a conversation within the public highlighting the importance of our police force within the public sector and the dire results that could come about if they simply "downed tools", even if for only a couple days.
Through an iterative process we landed on the ‘Cop Enough’ campaign , which acted as a reminder that WA Police are subject to a work-life that most of us would be horrified to experience ourselves, and that the State Government’s complacency regarding pay and conditions is a slap in the face to people who already take enough hits in the line of duty.
“WA Police Officers choose their careers and accept that confronting scenarios, unconventional hours and a risk to their physical and mental health is part of the job.
What they will not accept however, is the under-staffing, overworking, poor conditions and stagnant pay.” Said Reney Omar, WA Police Union Corporate Communications Manager.
“These additional hits on our cops add insult to injury, and if we as a state don’t fix the current situation, they’ll continue to leave the service at an alarming rate.”
The film elements feature a police officer getting repeatedly slapped. We discussed a few different ways we could execute it with VFX, but ultimately we decided the most authenticity and greatest impact would come from doing it for real.
The 90-second single-take film gave us the space to let the performance carry the message with no effects, which makes it incredibly compelling and confronting to watch.