‘Hunted’ saw a group of ordinary Brits attempt to go off the grid whilst being tracked by a team of expert Hunters. With creative messaging across the campaign designed to subvert the media it was in, all ads used the same gritty and distressed typography from the offline campaign and utilised a tip-based format taking inspiration from the question “is it ever possible to slip through the net in a surveillance nation?”
The cross-platform, dynamic digital campaign used genre-based keyword targeting across a programmatic network of potentially 4,000 websites to deliver a series of dark and highly contextual messaging relevant to the specific content a person was viewing. Animation effects utilised modern HTML5 technologies to individualise and randomise animation effects on every page-load causing every impression to be dynamic and unique.
For example, gaming websites stated ‘pause is not an option’, visitors to finance websites read ‘Forget your savings. All your card purchases leave a trail’, and ads on sport related sites told readers that ‘The only one on your side is you’. Geo-targeted ads served location-specific information to people browsing the internet on their phones – e.g. a person in or around Liverpool Street train station saw an ad stating ‘Liverpool Street is the first place they’ll look for you’ and commuters using Victoria station were told ‘Victoria is not a station, it’s a trap.’
The campaign also comprised a high profile, cross-platform takeover on The Guardian homepage on the day of the show’s launch which included a series of three mock commercials aimed at subverting users’ expectations further and dramatizing the reality of going on the run.