LAPD / UNRIVALED REBRAND
The LAPD came to VGCA in the middle of a recruitment drought — boots were low, hours were high, and morale was drifting.
They didn't just need more applicants. They needed a pulse. Our charge: rebuild the LAPD brand from the inside out, and make the badge matter again. We weren’t talking to just anyone — we were chasing a new generation of Angelenos: skeptical, wired, purpose-hungry, and allergic to BS.
They didn't just need more applicants. They needed a pulse. Our charge: rebuild the LAPD brand from the inside out, and make the badge matter again. We weren’t talking to just anyone — we were chasing a new generation of Angelenos: skeptical, wired, purpose-hungry, and allergic to BS.
So, we hit them with a message that cuts through: An Unrivaled Shield. Not a job. A mission. Not just pride. Precision. Backed by over 250 career paths, world-class tools, and a legacy since 1869, the LAPD isn’t a relic — it’s still the best to ever do it. The campaign hit hard across digital, social, streaming, and outdoor blanketing parts of L.A., reminding the city — and its future officers — what the badge still stands for. LAPD. Unrivaled Since 1869.
Agency: VGCA
CD/AD: Rob McKinnie
CD/Designer: Matt Shapiro
CD/AD: Rob McKinnie
CD/Designer: Matt Shapiro
