Combi Cup — Turning a police van into a recruitment game
Year
2022
Project type
Campaign, Illustration
Client
The Police of Antwerp
Role
Visual system, Visual concept, Illustration, Applications, Developed within the Shtick team
Combi Cup is an interactive recruitment campaign for Politie Antwerpen, designed to strengthen the police's employer image at job fairs, information sessions and other promotional events. The campaign transformed a police combi into a mobile game experience aimed primarily at a younger audience.
As part of the Shtick team, I developed the visual identity, illustrations and physical graphic treatment of the combi. Working alongside experience-design partner Bump, we translated the campaign concept into a visual system that could work across the vehicle, game elements and online communication.
The result was a physical recruitment experience combining three interactive challenges with a social-media component, giving potential candidates an unconventional way to engage with the police and experience aspects of police work.
01 — THE CHALLENGE
Police Antwerpen wanted to strengthen its image as an employer and attract a younger audience at job fairs, information sessions and other promotional events. The challenge was to create something that could cut through the usual recruitment communication and give potential candidates a more memorable way to interact with the police.
02 — THE APPROACH
The idea was to transform an existing police combi into a mobile game experience. Working as part of the Shtick team alongside experience-design partner Bump, I focused on developing the visual identity, illustrations and physical graphic treatment of the combi. The visual system needed to work across the vehicle, game elements and supporting communication.
03 — THE SOLUTION
The result was Combi Cup: a mobile game installation built around three police-themed challenges, with physical game elements, a scoreboard and a social-media component. The combi itself became the centrepiece of the experience, turning a familiar police vehicle into an eye-catching recruitment tool that invited people to play, compete and discover more about police work.
