Never crazy.
Never finished.
The ‘It’s not crazy, it’s the Navy’ platform has rewritten the rules of military recruitment in Singapore (even written itself into meme culture) and elevated the Republic of Singapore Navy from the least-considered choice for a military career to the second-highest, all in just five years.
This is how we wrote one of the most iconic chapters of military advertising in Singapore.
Where it started: turning the nation’s favourite dismissal towards a military career into a rallying cry.
How do you get Gen Z 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.
Awards
Creative Circle Awards | 5 Silvers, 4 Bronzes
Five years later, the world had changed. So had the career priorities of Gen Z.
We could’ve scrapped the platform and started afresh. Now that would’ve actually been crazy.
A strategic shift with an evolved visual language to match. A hyper-kinetic collision of… y’know what, maybe it’s easier if you just watch it.
AWARDS
ADFEST | 2 Golds, 1 Silver
Spikes Asia | 1 Gold, 1 Silver
Creative Circle Awards | 1 Best of Category, 2 Golds, 2 Silvers, 1 Bronze
Effies Singapore | 1 Gold