Goal: recruit 7,000 police officers in 2023 through the national entrance exam. The challenge: 18–25 year-olds didn't see themselves in the institution's image. The force simply wasn't on their radar when thinking about their future. We built a full 360 campaign (3 films, 2 radio spots, 6 digital creations) around their own values: curiosity, commitment, solidarity, endurance, with a dedicated message for each community of interest. We didn't change the police. We changed who thought they could join.