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The campaign features an image of a submarine disappearing below the ocean surface, with this then deconstructed and rebuilt using a structure of QR codes. When scanned, these codes lead passers-by to the Royal Navy’s recruitment website.

“Curiosity is key when it comes to hiring for The Submariners, their classified credentials are what sets them apart,” Engine’s art director Hugo Isaacs comments.

“We’d looked at pixilation as a way of concealing messages before but it felt familiar. QR codes gave us this brilliant language that tells you there is more information to be had, while still hiding what’s there. It’s a secret that’s asking to be unlocked.”

Further innovation is apparent at Ocean’s Eat Street sit in London, where Look Out audience detection technology will be deployed during a three-hour domination on each day of the campaign.

 

When audiences are detected looking at the screen for more than five seconds, the static QR image begins to move, triggering the submarine to disappear below the waves.

Ocean Outdoor senior project manager Melanie Blood adds: “This campaign deploys all the capabilities of DOOH screens, using the platform’s immediate connection with mobile audiences to create intrigue around a vocation which is surrounded by mystery.”