CLIENT
Republic of Singapore Navy
1. Tan Suan Ling - Manager, Events & Communications Navy Recruitment Centre
2. Eileen Sow - Head Navy Recruitment Centre
AGENCY
1. Cleef Chong - Global Planning Director
2. Paul Soon - Chief Executive Officer
3. Daniel Kee - Executive Creative Director
4. Ang Sheng Jin - Executive Creative Director
5. Claudius Keng - Art Director
6. Ernest Kok - Copywriter
7. Ernest Chin - Copywriter
8. Simran Gill - Associate Planning Director
SUMMARY
Singapore’s falling birth rates made armed forces recruitment more critical than ever. But recruitment campaigns in the category bear an uncanny resemblance to Hollywood action films, speaking to the “child” in teenage males who enjoys the action and adrenaline rush. So, here’s the truth bomb: The youths of today see these campaigns as pure government propaganda. This case documents how the Navy tapped into a powerful insight that created a highly successful campaign embracing the real, the everyday and the toughness of a Navy career at the centre of communication.
