Turning Singaporeans’ most natural reply 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 common refrain to anyone who expresses an interest in joining the Navy 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.

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)

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

Brought the spirit of crazy from sea to city with a range of vocation-led KVs. No need for over-embellishment; just copy 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.