Source code monkeys

July 2010
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The brief: Find a new digital programmer for our Agency without going over mountains of irrelevant CVs. We wanted to make sure we reached our target audience – programmers.

The insight: We decided to speak to programmers in the language they understand best – programming and source codes, and in a place only they visit – site source code pages.

The solution: We placed ASCII coded "wanted" ads on site source codes. This way we filtered irrelevant audiences. Programmers who were alert and paid attention to the details found our ads and contact e-mail and sent us their CVs.

Advertising Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel
Chief Creative Officer: Gideon Amichay

Executive Interactive Director: Guy Poreh

Creative Directors: Roy Cohen, Sagi Blumberg
Interactive Studio Manager: Lena Feldman
Designers: Nadav Hauptman, Roee Malul
Project Manager: Amichay Katan

Comments (18)

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Guest's picture

This is an age old idea - Candidates who were applying for Radio Marine Officers jobs were sent calls in morse code. Only those who understood rose and went for the interview inside. The rest of them were misfits anyways. Good adaptation.
BTW no one reads ASCII any more.