CLIENT
Republic of Singapore Navy
Eileen Sow, Head, Navy Recruitment Centre
Suan Ling Tan, Manager, Events and Communications, Navy Recruitment Centre
AGENCY
MullenLowe Singapore Pte. Ltd. *Lead Agency
T-Paul Soon, CEO
Daniel Kee, Executive Creative Director
Sheng Jin Ang, Executive Creative Director
Cleef Chong, Global Planning Director
Simran Gill, Planning Director
Claudius Keng, Art Director
Ernest Kok, Copywriter
Ernest Chin, Copywriter
Julie Chua, Executive Producer
Roan Ebrahim, Regional Business Director
Mark Tan, Account Manager
SUMMARY
How do you make the real, the every day and the toughness of a
career with the Navy the centre of communications while maintaining appeal to jobseekers? This case showcased how the "It's not crazy. It's the Navy." campaign disrupted the established category codes of military recruitment to embrace
the crazily tough and "boring" things people say about the Navy to the centre of our
communication and put a purposeful spin on it.
