COVERT COMMUNICATIONS
Recruiting people who know how to look closer.
THE OPPORTUNITY
Everyone thinks Navy Special Operations means SEALs. It doesn’t. And the kind of people we were looking for weren’t going to raise their hand because of another recruiting ad.
THE IDEA
So we hid Navy Special Operators inside other brands’ ads and dared people to find them.
THE IMPACT
They found them. And Navy Special Operations recruiting finished the year beyond target, with all six roles collectively reaching 102% of goal.