New Zealand Police

Hungry Boy

Ogilvy New Zealand

Nothing touched more Kiwi hearts last year than the Hungry Boy recruitment campaign developed by Ogilvy New Zealand for New Zealand Police. This disarmingly simple ad shows a child, apparently homeless and hungry, rummaging for food in a garbage bin in central Auckland. The child is an actor, but all the people who walk past are real. Only a few show concern and can be heard offering the child help, and at the end the viewer is asked “Do you care enough to be a cop?”