Maurice Moynihan

← Advertising / File 07

Restricted Content

Client: ASIO isobar Melbourne File 07 of 14
Restricted Content for ASIO. Campaign image.
Exhibit 07-A

Creating an anti-ad campaign.

When it comes to recruiting, ASIO has no trouble attracting applicants. The problem is, less than 3% actually go on to get the gig. With this in mind we created an anti-recruitment campaign - one that was only accessible to curious minds with an eye for something out of the ordinary. We discovered that feint copy hidden behind a lined pattern created a moiré effect when viewed through a video lens, revealing the messaging underneath. Using this technique, we created a series of outdoor recruitment posters with a subtle call to action aimed at those who like to dig a little deeper.

Restricted Content for ASIO. Campaign image.
Exhibit 07-B
Restricted Content for ASIO. Campaign image.
Exhibit 07-C

Try it for yourself below:

Restricted Content for ASIO. Campaign image.
Exhibit 07-D

The outdoor material was accompanied by a YouTube bumper which played off native YouTube functionality to create something mysteriously out of the ordinary.

Exhibit 07-E — the film. Nothing loads until you press play.