El Hatillo District - "The Invisible Police"

J. Walter Thompson Caracas

J. Walter Thompson Caracas Caracas, Venezuela

9343

This ad is part of the ACT Responsible Collection

Brand: El Hatillo District
Country: Venezuela

Advertiser: El Hatillo District

Title	The Invisible Police
Agency	J. Walter Thompson Caracas
Campaign	The Invisible Police
Advertiser	El Hatillo District
Brand	El Hatillo District
Date of First Broadcast/Publication	2016 / 5
Business Sector	Government & Other Authorities
Philosophy	The importance of police presence is something that everyone takes for granted, even the people from the most dangerous city in the world. How could they understand that more cops on the streets would in fact make a difference? J. Walter Thompson CCS and El Hatillo District made a social experiment to prove the essential role of the police in a district with really tough conditions. A group of restored police cars, previously out-of-service, were placed in the most dangerous district areas with no cops inside, only surveillance cameras. The initiative was called The Invisible Police. The police cars gave a feeling of safety to the people, they went back to the streets to enjoy the public spaces. The result caught the attention of the Venezuelan people in the middle of a tough social, economic and political crisis, and brought light to a matter that was unspoken: all cities need support from the National Government to have more real cops.
Result	El Hatillo is a small but important district of Caracas, the Venezuelan capital with more than 11 homicides per day. The lack of policemen is something that happens throughout the city, but El Hatillo district has a worse situation. They should have 400 policemen, and they have less than 157. On top of that, they have a huge cemetery of out-of-service police cars and no budget to repair them. J. Walter Thompson decided to rescue those cars, restore their exteriors and use them again to fulfilled their mission of bring safety. The shocking video that recorded the results and the #MoreRealCops initiative went viral, having more than a million views in the first week and being on the top trending topics on social networks. A small district sparked a national debate that caught the attention of celebrities and national and international media. El Hatillo district also had a 30% increase in police recruitment. An invisible measure to attack a real problem, to make it visible once and for all.
Media Type	Web Film
Length	150 seconds
Creative Director	Javier De Bourg
Creative Director	Sergio Sanchez
Copywriter	Sergio Sanchez
Copywriter	Jesus Franco
Copywriter	Leomary De Lima
Art Director	Javier De Bourg
Art Director	Agustin González
Art Director	Alejandro Bolivar
Art Director	Luis Rojas
Account Planner	Gustavo Behrens
Account Director	Tatiana Ferro
Chief Executive Officer (CEO)	Roberto Pol
Producer	Jessica Mejia
Producer	Stefania Chehade
Social	Daniela Franco
Account Executive	Anabel Salgueiro
CONTENT MANAGER	Jenire Sanchez
Social Creative	Astrid Machado
Editor	Luis Guerrero
Editor	Evans Briceno
Colourist	Blue Post
Animation/3D	Yeixon Rodriguez
Production Manager	Laureano Frontado
Production Manager	Guillermo Perez
Production Company	Whiskey Films
Producer	Wendy Quila
Producer	Pedro Rios
Producer	Francisco Pareja
Executive Producer	Juan Bernardo González
Director of Photography (DOP)	Antonio Garcia
Director	Evans Briceno