Saatchi and Saatchi has recruited lookalike burglars to feature in a new
campaign for the Metropolitan Police aimed at combating the rush of
pre-Christmas house break-ins.
The campaign, which is the latest instalment in ‘Operation Bumblebee’ -
the Met’s successful anti-burglary initiative - includes six different
48-sheet poster executions around London. These are backed by radio ads
and a door-drop to virtually every household in the capital.
Chris Macleod, account director for the Met at Saatchis, explained that
the ads are designed to highlight the fact that one in three burglaries
are ‘walk-in jobs’, where the robber meets no resistance because the
doors or windows to the house have been left open or unlocked.
Each poster shows a ‘pixel-ated’ burglar’s face, in the way arrested
criminals are shown on TV. Each uses statements that a burglar might
have made about the scene of a crime. ‘Leave the key under the mat and I
will let myself in,’ one ad reads. ‘Last Christmas I got presents from
all my neighbours,’ reads another. ‘When you’re at work, so am I,’ a
third reads. Each ends with the line: ‘Take it from a burglar: lock up.’
Real burglars were not used in the posters for legal reasons. However,
the Met gave Saatchis a casting profile to look for: white males in
their late teens to early 20s, with strong-looking faces.
The campaign, which was written by Mike Campbell and Iain Pearson and
art directed by Vanessa Rosser, breaks on 1 December. The photography
was by John Claridge.
Unlike previous stages of the campaign, this initiative gives the public
instructions about what measures to take to prevent break-ins.