The Brief

Find and recruit the best engineers in the country.

Creative Execution

This Long Copy Maths Ad was written in a language only engineers could understand – advanced mathematics – the sort they would be using everyday as an engineer in the Air Force. This interactive print ad not only narrowed down participants and found the best, it gave them a taste of life as a Specialist Engineer in the Air Force.

Describe the creative solution to the brief/objective.

In order to recruit all eight roles available we created a direct print ad that asked engineers to call a phone number – although, the phone number was the answer to a long and difficult equation, an equation that only the best of them could figure out. The answer, a unique phone number, put the engineers in direct contact with an engineering recruitment officer. The advertising became the entrance exam.

Results

The Australian Defence Force prohibit the disclosure of any information pertaining to recruitment targets or military personnel. Refer to the "Confidential Information" section for further information.