A recruitment campaign hidden in a brand campaign.
BAE Systems has been protecting government agencies for a long time. But they wanted to breathe some new blood into their ranks by recruiting the best young coding minds on earth. To help, we created a recruiting campaign that lived inside a brand campaign. We hid actual code inside our print, digital, and television campaign that only a skilled coder would understand. It was a riddle, and once they solved it, the coders would receive a special invitation to apply.
