Please tell us about the social behaviour that inspired the work

QR codes are seen as an advertising faux pas. Creative Directors scoff at them, designers shun them to the corner of a poster, and nobody scans them anyway. But Snapcodes are a whole different story. While older audiences ignore them, the younger generation grew up with them as part of their lives. They know exactly what to do when they see one. The goal of our campaign was to get a younger generation to scan a snapcode, so we decided to make them the centrepiece of our creative. We left everything minimal to spark curiosity and invite interaction. Scanning the code was the punchline to our posters, unlocking an interactive AR experience to get the younger generation excited about a career in the Defence Force. Ensuring the Australian Defence Force continues to recruit bright, young Australians to pursue future careers in the ADF.