The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Innovation & Transformation / Innovation in Radio & Audio
Annual ID
OS23_RA045M
About the Work
The Australian Navy needed to recruit Electronic Spectrum System Operators. It’s an intelligence role that’s difficult to recruit for and involves identifying threats by manipulating frequencies in the electromagnetic spectrum – also known as The Invisible Battlefield. So, that’s where we ran our ad. With a small budget for social media, we created a single audio file that was so much more than something to listen to. We challenged people to analyse it, decode it, manipulate its frequency content and discover its hidden message – a recruitment poster, painted with sound.
This audience is notoriously hard to reach. They’re interested in technology and problem-solving, so connecting with them required an idea that challenged them and invited participation. The Audio Ad You Can See did that – it asked them to roleplay as an intelligence officer and use the same technology they would in the Navy. Not everyone could find the hidden message, so we knew the people visiting the job page were high quality candidates – they had found the direct link to the website. The collection of data was a simple process in tracking downloads, streams, social interactions and visits to the job page.
This audience is notoriously hard to reach. They’re interested in technology and problem-solving, so connecting with them required an idea that challenged them and invited participation. The Audio Ad You Can See did that – it asked them to roleplay as an intelligence officer and use the same technology they would in the Navy. Not everyone could find the hidden message, so we knew the people visiting the job page were high quality candidates – they had found the direct link to the website. The collection of data was a simple process in tracking downloads, streams, social interactions and visits to the job page.
2023 Awards
Total Points: 3
Merit
Credits
Agency
VMLY&R Australia
Music / Sound Production Company
Squeak E. Clean Studios
Chief Creative Officer
Paul Nagy
Creative Director
James Wills
Robyn Bergmann
Designer
Simon Gray
Editor
Leigh Cooke
Executive Creative Director
Jake Barrow
Executive Producer
Ceri Davies
Producer
Annie Thiele
Fiona Norman
Account Director
Meaghan de Laurier
Account Executive
Jess Osrin
Account Manager
Madeleine Moorhead
Head of Sound
Paul Le Couteur
Navy Brand Portfolio Manager
Jess Goggin
Navy Brand Portfolio Manager (acting)
Anjali Bakaya
Navy Senior Marketing Officer
Liam Walford
Social media content manager
Maria Ngo
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