Becoming a submariner in the U.S. Navy takes some of the smartest, most creative minds in the country. In fact, just 1% of Americans, ages 17 – 24, have the skills needed to solve the intellectual challenges faced by these Sailors every day. To find these elite few, we needed a campaign that had an element of self-selection, where we could attract the smartest people, then let them prove they were qualified.
The Subreddit Hunt challenged Redditors to crack a sophisticated series of codes in order to find hidden Navy submarines across thousands of different subreddits. By solving each clue, Redditors proved that they had the mental skills required to work aboard a Navy submarine. Rather than simply telling recruits why they should join, the campaign challenged them to prove they belong. Over five weeks, clues were dropped across math and science subreddits, requiring participants to solve complex puzzles, decrypt hidden messages, and demonstrate problem-solving skills akin to those required to be a submariner.
2025 Cannes Lion Gold, Silver & 4 Shortlists.