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Marcus Martin, art director
Rod Weston, writer
Chad Woolums, associate creative director
Eric Bookout/Eric Olis, creative directors
Jon Stewart, group creative director
Curtis Melville, executive creative director
Mark Simon, chief creative officer
Curt Tochet, project manager
Puzzability, production company
Lowe Campbell Ewald, ad agency
United States Navy, client
"Project Architeuthis was a puzzle-based alternate reality game launched to drive awareness of Navy cryptology. It proved to be the perfect way to engage a hard-to-reach microtarget audience—with a challenge that born problem solvers couldn't resist. This multiplatform social campaign successfully fused strategic insight, knowledge and creativity into one powerful idea. It got players thinking like Navy cryptologists and essentially recruiting themselves. And it ultimately helped the Navy reach its challenging cryptology recruitment goal—making the Navy the first US military branch to implement an alternate reality game on social media for recruitment."
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