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Peer-to-peer betting exchange Smarkets has a challenge on its hands to attract the best software engineers - so it created an ad for London Underground poster sites that only coders will understand.

The brand opted for a "minimalist and esoteric" design that puts the focus on a piece of code containing a puzzle with a hidden message. Smarkets is aiming to attract programmers from the likes of Google and Facebook, so it chose sites at stations near the biggest tech companies in London.