How do you get 100,000 applications from a population of four million to ask to take on one of the most challenging jobs in town? Answer: employ Magnum Opus to develop one of the most unusual TV ad campaigns ever seen in Australia, with two-minute commercials with no voiceover, marrying "real life" images of police at work, in training, and at leisure, to a standout popular music track.
It remains one of the most successful advertising campaigns in modern Australian history, providing Victoria Police with a huge bank of potential candidates to choose from - and especially women - and also very positively affecting the general public's view of their new, diverse, modern police force.