Creating an anti-ad campaign.
When it comes to recruiting, ASIO has no trouble attracting applicants. The problem is, less than 3% actually go on to get the gig. With this in mind we created an anti-recruitment campaign – one that was only accessible to curious minds with an eye for something out of the ordinary. We discovered that feint copy hidden behind a lined pattern created a moiré effect when viewed through a video lens, revealing the messaging underneath. Using this technique, we created a series of outdoor recruitment posters with a subtle call to action aimed at those who like to dig a little deeper.
Try it for yourself below:
The outdoor material was accompanied by a YouTube bumper which played off native YouTube functionality to create something mysteriously out of the ordinary.