It’s not Crazy, it’s the Navy
The Republic of Singapore Navy | MullenLowe Singapore
2021
How do you get Gen Zs to join the Navy? Especially in a country where the common reaction to anyone who expresses interest in joining the Navy is, “Siao ah?” (“Are you crazy?” in Hokkien)?
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.
So we turned the Singaporeans’ most natural reply towards a military career into a rallying cry for 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
Retouching: Wishing Well Singapore
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)