Surrey Police wanted to refresh their ongoing campaign Operation Shield with a more overt marketing stratergy to supplement an already existing and successful campaign. The material was to be hard-hitting, simple and designed for a young audience.

It's focus was to deter criminals living outside Surrey, from traveling in to commit crimes such as burglary and car theft. It must also act as a reasurance to the public that the police are tackling cross-border crime.

By basing the concept on pixel art numerous characters and vehicles can be created representing people travelling into Surrey. By highlighting different characters / vehicles on different adverts re-enforces the message that surrey police know who the travelling criminals are and what type of activities they do in a very cost effective execution.

Simply by changing the design from people/characters (targeted at bus stops) to vehicles re-enforces the Automatic Number Plate Recognition system while still maintaining the primary message that surrey police

know who the travelling criminals are. This type of design travels across all forms of media transparently from large bus stop adverts through to A4 Posters.

A bright and youthful set of billboard and bus shelter posters using an isometric illustration style. The campaign divided into targeting 2 types of commuters, those by car and those by public transport.

The campaign was also brought online, as a series of flash banner ads, using geographical and age profiling on social networking sites such as Bebo and Facebook enabling effective age group targeting.

MAAD responded excellently to our brief - The eye-catching designs have really helped us to sell our message that Surrey Police is making the county unattractive to travelling criminals.

– Nick Cloke, spokesman with Surrey Police

Illustration by Jason Cochrane, Keltie + Cochrane.