COVERT COMMUNICATIONS
Recruiting people who know how to look closer.
THE CHALLENGE
Everyone thinks they know Navy Special Operations. Most have no idea how deep it really goes. And the people who belong there don’t need another recruiting ad. They need a challenge.
THE IDEA
Hide Navy Special Operators inside ads for other brands, then challenge the right people to find them.
THE IMPACT
The campaign helped drive Navy Special Operations recruiting beyond target, with all six roles collectively reaching 102% of their annual goal.