New Message came up with this idea – hidden letters, visibale on an airport scanner in a briefcase – to help Shield Security find new security employees at Schiphol; “Wanted: experienced security personnel”. Quite an expensive way of advertising it seems; every single message will cost Shield Security a flight ticket. But since the conversion rate will be a lot higher than when you shoot with hail through mass media, it might turn out cheaper in the end. Trojan-horsevertising is not new. We guess the first agency to use it, was TBWA\Neboko with its ‘Quit&Join’ campaign in 2006. It hired professional window cleaners to clean the windows of the biggest agencies in town, while wearing t-shirts showing the different vacancies. In 2008 agency 2010 found a new DTP colleague by delivering a free Abode CS4 (misspelled on purpose) software package – with the vacancy hidden inside – at the doorstep of the best Amsterdam agencies. Another agency – of which we don’t know the name – paid agencies €1 and communicated in the transfer subject that it was looking for a financial colleague with ‘eye for detail’. So Trojan-horsevertising is not completely new, but it is always impactful, effective and a good way to generate PR.