We needed to recruit candidates for a very complicated role in the Australian Navy - an Electronic Spectrum Systems Operator. This job involves analysing the electromagnetic spectrum to identify threats to national security. To find potential recruits we manipulated sound frequencies to hide a print ad inside an audio ad.
The right candidates could analyse the electromagnetic spectrum, decipher the message and find our recruitment ad hidden within.
'The Audio Ad You Can See' won awards at global shows, including a Graphite Pencil for Innovation in the Audio category and a Wood Pencil for Audio in the Direct category at D&AD.
Case study.
Demo film.
This was an incredibly complex sound design challenge. While the audio needed to be crafted for an image, the image needed to be crafted for audio. So, this called for a unique collaboration between an audio engineer and visual designer. Hiding a print ad inside an audio ad began with a visual designer creating a poster. It was then converted into audio using an image synthesizer, before the voice and further soundscape elements were added. Essentially, the audio engineer was painting with sound, designing for an image. The audio also contained other hidden sounds to misdirect the audience, like sonar pings, whale sounds, muffled communications and Morse code – with its own hidden message that spelled out ‘KEEP LOOKING’. For every audio output created, the designer then tweaked the design, which informed further decisions from the sound engineer – over 100 outputs were created before the final audio and image worked in harmony. The audio was released on social media.
Talking about how we made this idea at Mumbrella's Audioland Conference.
Credits go to: VMLY&R Australia
Chief Creative Officer AUNZ: Paul Nagy
Group Executive Creative Director: Jake Barrow
Creative Director: James Wills
Creative Director: Robyn Bergmann
Designer: Simon Gray
Integrated Producer: Fiona Norman
Producer: Annie Thiele
Editor: Leigh Cooke
Account Director: Meaghan de Laurier
Account Manager: Madeleine Moorhead
Account Executive: Jess Osrin
Chief Creative Officer AUNZ: Paul Nagy
Group Executive Creative Director: Jake Barrow
Creative Director: James Wills
Creative Director: Robyn Bergmann
Designer: Simon Gray
Integrated Producer: Fiona Norman
Producer: Annie Thiele
Editor: Leigh Cooke
Account Director: Meaghan de Laurier
Account Manager: Madeleine Moorhead
Account Executive: Jess Osrin
Navy Client:
Navy Brand Portfolio Manager: Jess Goggin
Navy Brand Portfolio Manager (acting): Anjali Bakaya
Navy Senior Marketing Officer: Liam Walford
Maria Ngo - Social Media Content Manager
Navy Brand Portfolio Manager: Jess Goggin
Navy Brand Portfolio Manager (acting): Anjali Bakaya
Navy Senior Marketing Officer: Liam Walford
Maria Ngo - Social Media Content Manager
Squeak E Clean:
Head of Sound: Paul Le Couteur
Executive Producer: Ceri Davies
Head of Sound: Paul Le Couteur
Executive Producer: Ceri Davies
AWARDS:
D&AD graphite pencil – radio and audio innovation
D&AD graphite pencil – radio and audio innovation
D&AD wood pencil - direct
Two One Show finalists - Radio and Audio
Cannes Lion Shortlist in Direct
London International Shortlist
AWARD Award – 1 silver and 3 bronze
4 AWARD Award shortlists
Mumbrella award for innovation
New York Festival silver – Sound design
New York Festival bronze – Direct craft
AICP shortlist
ADC gold cube – Art Directors Club
MADC Award – audio
Bronze Clio - sound design
Presented to the Innovation jury for Spikes Asia - Finalist
4 shortlists at Spikes Asia