Royal Australian Navy - "The Audio Ad You Can See"

VML (formerly VMLY&R)

VML (formerly VMLY&R) Sydney, Australia

Awards

3640

Brand: Royal Australian Navy
Country: Australia

Advertiser: Royal Australian Navy

Title	The Audio Ad You Can See
Agency	VML (formerly VMLY&R)
Campaign	The Audio Ad You Can See
Advertiser	Royal Australian Navy
Brand	Royal Australian Navy
Date of First Broadcast/Publication	2022 / 5
Business Sector	State Employment, Forces & Police Recruitment
Story	Global audio company Squeak E. Clean Studios teamed up with VMLY&R Australia and New Zealand to hide a secret image in sound to attract Navy intelligence recruits for highly skilled positions. ‘The Audio Ad You Can See’ is designed to connect a tech audience to Navy intelligence roles and targets the narrow field of intelligence professionals suited to work in the Navy. The ad reaches these intelligence professionals on the “invisible battlefield” where they operate, and can be streamed here. Squeak E. Clean Studios Head of Sound Paul Le Couteur worked carefully to reverse engineer the “world’s first recruitment message hidden in sound,” by producing audio from an image to be analyzed through a spectogram, a tool that analyzes frequencies in the electromagnetic spectrum. To reveal the hidden message, the audio discovered by only the most clever must be processed in a spectrogram, which is used in sound production to repair background noise, crackle, hums and glitches. It’s also used by the Australian Navy to intercept, analyze and identify threats at sea.
Media Type	Case Study
Length	116 seconds
Creative Agency	VMLY&R New Zealand
Chief Creative Officer	Paul Nagy
Executive Creative Director	Jake Barrow
Creative Director	James Wills
Creative Director	Robyn Bergmann
Designer	Simon Gray
Production Company Producer	Fiona Norman
Production Company Producer	Annie Thiele
Editor	Leigh Cooke
Account Director	Meaghan de Laurier
Account Manager	Madeleine Moorhead
Account Executive	Jess Osrin
Music	Squeak E. Clean Studios
Executive Producer	Ceri Davies