The Republic of Singapore Navy launched a new recruitment campaign this week. The two and a half minute pump up film was created by MullenLowe Singapore.
According to a release, “It’s Not Crazy, It’s the Navy” has been developed to appeal to purpose-driven individuals who embody the spirit of Generation Z and value resilience, tenacity, and collective purpose.
The action-packed, fast-paced film feels like the trailer to a thriller. Sit back and enjoy the popcorn. Backed by a score that plays with our emotions and narrated by a booming voice, it’s quite the patriotic ride.
“It’s Not Crazy, It’s the Navy,” is a fun little line and call to duty. However, at the end of the day in terms of armed service recruitment, the campaign, and any other for that matter, will always fall slightly behind “Yvan eht Nioj” (“Join the Navy” backward for those slow on the uptake).
The brilliant boy band Navy recruitment jingle from The Simpsons will always live strong in our hearts and we are obligated to mention it…and include the video at the end of this article.
Anyway, back to the Singaporean Navy.
The Republic of Singapore Navy is looking to attract quality applications from Singaporeans who are currently studying, waiting for enlistment, enlistees, and mid-careerists. The campaign will run across multiple channels including Spotify, social media, and OOH.
Client: Republic of Singapore Navy
Head of Naval Personnel Department: Colonel Ho Jee Kien
Head of Navy Recruitment Center: Major Eileen Sow
Head of Events & Communications, Navy Recruitment Center: Ling Yong Xin
Event Coordinator, Navy Recruitment Center: Tan Suan Ling
Event Coordinator, Navy Recruitment Center: Ong Jiarong, Justin
Agency: MullenLowe Team
CEO, Singapore & China: Paul Soon
Executive Creative Director: Daniel Kee, Ang Sheng Jin
Copywriter: Ernest Chin, Samantha Young, Aslinda Khanafi, Matthew Yeo
Art Director: Claudius Keng, Ken Kaneko, Alex Tan
Account Director: Lim Wei Jian
Senior Account Manager: Nadrah Rozman
Account Executive: Jessica Lim
Senior Strategist: Cleef Chong
Agency Executive Producer: Julie Chua
Agency Producer: Jaye Ong, Claire Yeo
Production Company: Freeflow Productions, Singapore
Director: Roslee Yusof
Executive Producer: Jill Soong
Producer: Ong Tze Ni
DOP ‘A’: Alan Yap
DOP ‘B’: Lawrence Toh
Post Production: Freeflow Post, Singapore and Heckler, Singapore
VO Recording Studio: Neon Sound
Audio Mix Studio: Yellowbox
Photography Studio: GeoffStudios
Photographer: Geoff Ang
Retouching: Wishing Well Singapore