THE APG CREATIVE PLANNING AWARDS 2001: Special Award - Best Creative Brief and Briefing - Sponsored by Red Spider


Title: COI Communications/ Police

Agency: M&C Saatchi

Author: Richard Storey

Creative Director: Simon Dicketts

Art Director: Fergus Flemming

Copywriter: Simon Dicketts

Client: Home Office/COI Communications

Product: National Police Recruitment

The task was to make one in every thousand people decide that they were

suited to a police career and for the remaining 999 to realise that they

weren't while respecting those who were. Planning provided situations

that a policeman might find himself in - entitled "all in the line of

duty" - such as: "You're a Newcastle supporter at a home match. You have

to spend the whole game facing the fans with your back to the match."