Turning a nation’s favourite dismissal towards a military career into a rallying cry for Gen Z.

How do you get Gen Z individuals to join the Navy?
Especially in a country where the most common refrain to anyone who expresses an interest to do so is, “Siao ah?” (“Are you crazy?” in Hokkien)?

But a career that requires one to put country before self requires exactly that: some kind of crazy. Crazy grit, crazy tenacity, crazy for purpose – ingredients that make up the woke, justice-seeking, cause-championing Gen Z. To them, crazy is the way; and for us, crazy showed the way.

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Brand Film

We brought the campaign to life through a film shot amidst the Covid-19 pandemic, featuring a cast consisting entirely of Navy personnel, realised from script to screen with a 100% local production crew.

Crazy stuff, really.

Key Visuals

We brought the spirit of crazy from sea to city with a series of vocation-led KVs. No over-embellishment; just good old copywriting inspired by the real pressures, responsibilities and sacrifices Navy personnel face.

Results

Beyond views, we made waves too. As they say in the Navy, Bravo Zulu.

Awards
Creative Circle Awards | Silver (Film & Branded Content – Direction)
Creative Circle Awards | Silver (Film & Branded Content – Cinematography)
Creative Circle Awards | Silver (Film & Branded Content – Editing)
Creative Circle Awards | Silver (Physical Craft – Copywriting)
Creative Circle Awards | Silver (Physical Craft – Copywriting)
Creative Circle Awards | Bronze (Physical Craft – Copywriting)
Creative Circle Awards | Bronze (Physical Craft – Copywriting)
Creative Circle Awards | Bronze (Film)
Creative Circle Awards | Bronze (Film & Branded Content – Script)
Creative Circle Awards | Finalist (Film & Branded Content – Use of Original Music)
Creative Circle Awards | Finalist (Physical Craft – Photography)