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FBI
Video Production
Two public service announcements for the FBI's 2011 push to locate James 'Whitey' Bulger, the first marketing effort of its kind in bureau history.
Challenge
Help the bureau reach the public in a 16-year manhunt that traditional methods hadn't closed.
Approach
NEMA produced the spots over three weeks, including two 12-hour edit days alongside FBI agents, focusing the creative on Bulger's companion Catherine Greig.
Results
The PSA aired in 14 markets nationwide beginning June 20, 2011. Within 36 hours, the FBI captured Bulger and Greig thanks to a viewer tip.