Global audio company Squeak E. Clean Studios and agencies VMLY&R Australia and New Zealand created a challenge which serves as a sophisticated recruitment effort for the Australian Navy.
Squeak E. Clean Studios’ head of sound in Melbourne, Paul Le Couteur, converted an image into sound and then embedded that into an audio message complete with voice and sound effects which challenged prospective Navy recruits to find the hidden visual message. The coded message appealed to these would-be intelligence professionals who had to recognize the puzzle and then find the tools required to solve it.
To reveal the hidden missive, the audio, discovered by only the most clever, had to be processed in a spectrogram, which is often used in sound production to repair background noise, crackles, hums and glitches or to isolate elements within a sound file. This is the same technology used by the Australian Navy to intercept, analyze and identify threats at sea. The message connected a tech audience to Navy intelligence roles and targeted the narrow field of intelligence professionals suited to work in the Navy.
This behind-the-scenes film explains “The Audio Ad You Can See.”
CreditsClient Australian Navy Agency VMLY&R Australia and New Zealand Paul Nagy, chief creative officer; Jake Barrow, executive creative director; James Wills, Robyn Bergmann, creative directors; Simon Gray, sr. designer; Fiona Newman, Annie Thiele, producers; Leigh Cooke, editor. Music/Sound/Audio Post Squeak E. Clean Studios, Sydney, Melbourne, NY, L.A. Paul Le Couteur, head of sound, mixer; Ceri Davies, exec producer.
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More