ian simoneaux

NAVY SUBREDDIT HUNT

This project was a pure creative challenge: how do you find the next generation of Navy submariners? They’re elite problem-solvers, and they don’t respond to traditional ads.

Our solution, to stop advertising and start a game. We built “Subreddit Hunt”, an immersive RPG puzzle that unfolded across multiple Reddit communities. A real-time test of logic and strategy, design to find and engage the exact type of minds the Navy needed. Speaking to them in their language, on their turf.

The idea established a new precedent for digital recruitment and won a Gold and Silver Cannes Lion. I’m immensely proud to have been part of the initial ideation team that helped crack this concept.