It’s Not Crazy. It’s The Navy.
How do you get more 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.
Credits:
Client: Republic of Singapore Navy
Agency: MullenLowe Singapore
Executive Creative Directors: Daniel Kee & Ang Sheng Jin
Copywriters: Ernest Chin, Samantha Young, Aslinda Khanafi & Matthew Yeo
Art Directors: Claudius Keng, Ken Kaneko & Alex Tan
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
