Get a Fair Trade
Client: National Security Agency
Published: On Spec
Comment: One of the great benefits to joining the National Security Agency (NSA) straight out of the military is the ability to transfer accrued benefits. But due to NSA’s highly selective hiring process, they’re not looking for just any soldier, sailor, Marine or airman. They’re looking for the most intelligent soldiers with an incredibly specific skill set. So with this ad we wanted to prequalify people while sending a compelling recruitment message. This ad was incredibly focused. Not only did it target the audience, it targeted the specialty. First, only those who knew Arabic could read the headline (Translation: “Trade Your Tags for a Badge”), and second, only those with military experience would intuitively understand the message (dog tags for the ID badge).