kwpx&partners’ new ‘Cop Enough’ campaign for WA Police Union literally hits hard
kwpx&partners has created a new campaign for WA Police Union, supporting their fight for better working conditions and liveable wages.
The ‘Cop Enough’ campaign is 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 chose 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 understaffing, 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, directed by Matt Pitcher at Inhale Content, feature a police officer getting repeatedly slapped. Pitcher said: “When Bryan and Dav briefed me on the idea, 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. The boys at Cue Sound also opted for a purist approach and only really enhanced the slaps that were captured on the day. There’s some editing and make-up employed in the 30-second TVC to build the drama in a short period of time, but the slaps were very real. Our conscientious stunt coordinator, Nigel Harbach, was on hand to ensure the incredible talent made it through the day with his face intact!”
Media for the campaign was planned by kwpx and the campaign featuring online film, TV, radio, digital, social, press and outdoor, launches this week.
Play the “Dealer’s Dog” and “Spat On” radio spots.
Credits
Client: Reney Omar
Client: Jasmine Loda-Batey
Senior Account Director: Tammy Hackett
Project Manager: Carol-Ann Cronin
Business Director: Dru Mincher
Executive Creative Director: Bryan Dennis
Executive Creative Director: Dav Tabeshfar
Production Company: Inhale Content
Director/Executive Producer: Matt Pitcher
Production Coordinator: Alexandra Nell
DoP: Elliott Nieves
1st AC: David Attwell
Male Talent: Gavin Cowie
Female Talent: Sita Bennet
Sound Mixer: Bryan Chance
Stunt Coordinator: Nigel Harbach @ GO Stunts
Hair & Make-up: Ali Knapton
Studio: Johnny Ma
Editor: Matt Pitcher
Photographer: Mauro Palmieri
Sound Studio: Cue Sound
Sound Design: Shaun Sandosham
Sound Producer: Anika Fourie
Radio VO: Gavin Cowie
Radio VO: Amy Mathews
Media Agency: kwpx
Media Planner: Jaimee Shurdington
Media Planner: Michelle Grogan
28 Comments
Powerful work but has anyone checked that this passes Ad Standards?
So good to see some powerful work for this client again; shame it needs to be done, but glad to see it done well.
ACAB etc etc but lovely ad!
Brilliant.
If people still went to work in offices and gathered around water coolers, they’d be talking about that ad. Very nice.
This is such a great concept and beautifully executed.
Amazing work guys. Brave cop!
Film is amazing. His performance is incredibly realistic. Well done to all. Hope this makes an impact in all the right places. It certainly will during award season.
As a Police Officer in Queensland I wish our Union would back us like this. This is spot on for all Police. We are under paid (get the same pay increase as any other state government employee who works a 9-5 office job), under staffed, exposed to the worst of Humanity and expected by Management and the government to just keep going. There is no incentive. The job isn’t worth our Sanity.
That feeling you get when you see the ad that will clean sweep everything in Perth awards this year. Real client with a paid brief and an invoice as well. Great work people.
Great to see full local crew and cast here. Including Director, Photographer, Stunts and SFX artist. Well done.
More local cast and crew engagement please.
Love it, Dav & Bry. Great concept, great writing, great talent.
Damn, that hurts. Bullseye. Well done everyone, especially the actor who pulled off that video – and whoever remembered to give him a credit!
This has so much cut through and it’s a real punch to the gut. Brilliant work team.
My only question is more for the client – what are the punters supposed to do? There’s no campaign support on the website, how can they “support the fight” to quote the copy.
Missed trick there.
Target audience is the Premier only. Message takeout – don’t mess with the WA Police Union.
Nailed it.
It’s a great performance, but from an actor. Which you’d need to disclose on screen if this ever made it to TV. Which would then make it less impactful.
Assuming it’s web / online only?
So simple. So good.
I saw this ad last night, i found it to be
so powerful and ever so true. I had goosebumps and as it was playing i felt like it was the only thing I could see and hear at that moment in time. I was in awe and it really gripped me. I wish police were respected as they should be. Without these brave officers our world would collapse. I find that they are our back bone and without them we would be stuffed.
Powerful stuff. Amazing talent.
Ooof… that got me right in the gut. Terrific work Dav and Bryan!
Great execution of a very powerful message. I’d say there’s an opportunity with this campaign to ask people in the community to take action and voice their concern. We need to get people to ask their local politicians to do something about it. Lots of calls, emails, posts on social media etc. will turn the heat up on the government to take action.
Now if only we could slap the Government… Brilliant work and great choice of the copper!
Goodness me. That film. This is potent.
The state government needs to get behind our police officers and pay them what there worth or we’ll keep losing them. Lowest paid police force in Australia.
Brutal but true.
Nice ad
A brutally honest add, thanks for the work you do Ladies and Gentlemen. I truly wish our government supported you like you should be. Thanks again for everything you do.