Encouraging people to set their career to shuffle
Offbeat is a series that explores the diverse ways New Zealanders can utilise skills acquired through life experiences to pursue a new career with the New Zealand Police.
The out-of-home and radio campaign aimed to prompt people to switch up their usual content consumption. Given that a podcast from the New Zealand Police is an unconventional concept, it was crucial for communications to clearly outline what Offbeat was and where listeners could find it. Simple audio-related headlines, Spotify-inspired design cues, and the incorporation of an earbud device, which also doubled as a 'P,' made for a striking and versatile campaign concept.
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