The Audio Ad You Can See
Award: Graphite Pencil
Graphite Pencil / Radio & Audio / Innovation / 2023
Award: Wood Pencil
Wood Pencil / Direct / Radio & Audio
The Audio Ad You Can See is 56 seconds of audio, but hidden inside the audio frequencies is a recruitment ad. To see it, the audio must be processed with a spectrogram. It’s a tool that measures frequencies and is used by tech industries to analyse sound. It’s also used by the Australian Navy to identify threats that can’t be seen. Only those with the right problem-solving abilities could find the hidden message and get the link to the job listing. The result was an innovative direct recruitment campaign that connected the Navy to its new intelligence recruits.
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