Vancouver Police apparently are a stylish bunch: Sporting aviators is a "signature look" that DDB Canada is capitalizing on for a new campaign for the Vancouver Police Foundation, a charitable organization that provides funds for technology and community policing as well as youth outreach programs, that are not covered by the PD's operating budget.
The new campaign will sell a line of iconic, mirrored aviator glasses for $20, via a website. The glasses are also part of a couple of television spots that spoof police dramas. In "Hooded," a portly man decides the putting the glasses on has given him some pretty great agility, while in "Deflated," the protagonist takes a cue from David Caruso of "CSI: Miami."
On social media, the PD will ask people to submit photos of themselves wearing aviator sunglasses, along with the hashtag #VPDPartners, for a chance to win a "Ride-Along" with the police. The campaign was created pro-bono with support from OMD.