| Title | IT'S NOT CRAZY. IT'S THE NAVY. |
| Brand | MINISTRY OF DEFENCE SINGAPORE |
| Product / Service | REPUBLIC OF SINGAPORE NAVY |
| Category | B07. Not-for-profit / Charity / Government |
| Entrant | MULLENLOWE SINGAPORE, SINGAPORE |
| Idea Creation | MULLENLOWE SINGAPORE, SINGAPORE |
| PR | MULLENLOWE SALT Singapore, SINGAPORE |
| Production | FREEFLOW PRODUCTIONS Singapore, SINGAPORE |
| Post Production | FREEFLOW PRODUCTIONS Singapore, SINGAPORE |
| Post Production 2 | HECKLER Singapore, SINGAPORE |
| Post Production 3 | YELLOW BOX STUDIOS Singapore, SINGAPORE |
| Post Production 4 | NEON SOUND Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Daniel Kee | MullenLowe Singapore | Executive Creative Director |
| Sheng Jin Ang | MullenLowe Singapore | Executive Creative Director |
| Paul Soon | MullenLowe Singapore | Chief Executive Officer, Singapore & China |
| Ernest Chin | MullenLowe Singapore | Copywriter |
| Claudius Keng | MullenLowe Singapore | Art Director |
| Ken Kaneko | MullenLowe Singapore | Art Director |
| Samantha Young | MullenLowe Singapore | Copywriter |
| Aslinda Khanafi | MullenLowe Singapore | Copywriter |
| Matthew Yeo | MullenLowe Singapore | Copywriter |
| Alex Tan | MullenLowe Singapore | Art Director |
| Wei Jian Lim | MullenLowe Singapore | Account Director |
| Nadrah Rozman | MullenLowe Singapore | Senior Account Manager |
| Jessica Lim | MullenLowe Singapore | Account Executive |
| Cleef Chong | MullenLowe Singapore | Senior Strategist |
| Julie Chua | MullenLowe Singapore | Agency Executive Producer |
| Jaye Ong | MullenLowe Singapore | Agency Producer |
| Claire Yeo | MullenLowe Singapore | Agency Producer |
| Roslee Yusof | Freeflow Productions | Director |
| Jill Soong | Freeflow Productions | Executive Producer |
| Tze Ni Ong | Freeflow Productions | Producer |
| Alan Yap | Freeflow Productions | Director Of Photography |
| Lawrence Toh | Freeflow Productions | Director Of Photography |
| Yellow Box Studios Singapore | Yellow Box Studios | Sound Studio |
| Neon Sound Singapore | Neon Sound | Sound Studio |
| Jee Kien Ho (Colonel) | Republic of Singapore Navy | Head of Naval Personnel Department |
| Eileen Sow (Major) | Republic of Singapore Navy | Head of Navy Recruitment Centre |
| Yong Xin Ling | Republic of Singapore Navy | Head of Events & Communications, Navy Recruitment Centre |
| Suan Ling Tan | Republic of Singapore Navy | Event Coordinator, Navy Recruitment Centre |
| Justin Jia Rong Ong | Republic of Singapore Navy | Event Coordinator, Navy Recruitment Centre |
| Suzy Goulding | MullenLowe Salt Singapore | Director |
Beginning with a confrontation between a father and daughter – whose decision to join the Navy is immediately shot down as a “crazy” one – the film provides an unembellished look at life in the Singapore Navy. We feature the reality – the early mornings, rigorous physical training, repetitive drills and simulations, months and miles spent away from home and loved ones, and inherent risks that come with the job; a reality most organisations, if given the choice would prefer to leave unspoken, is instead featured front and centre for ours. A simple counterpoint to this ‘crazy’ career choice is then offered, grounded on the very reason for the Navy’s existence and purpose – to defend Singapore’s safety and sovereignty – turning what seemed crazy at first thought into a perfectly sensible decision for Gen Z individuals with the guts, grit and heart who seek a career of greater purpose.
In Singapore, a common refrain to anyone who expresses an interest in joining the Navy is, “Siao ah?” (“Are you crazy?” in Hokkien, a local dialect). This is highly-relatable, regardless of whether one is at the receiving or issuing end. This is because the Navy is associated with sacrifice and effort – servicemen spend months away from home, enduring uncertainty and environmental and physical hardships, even as they put their lives on the line. As it is, young Singaporean men already sacrifice 2 years of their lives to mandatory National Service, falling behind in the corporate world even before a “real career” can take off. But a career requiring one to put country before self requires exactly that – some kind of crazy. Crazy grit, crazy tenacity, crazy for purpose – ingredients making up Gen Z, our target audience, the woke, justice-seeking, cause-championing generation. To them, crazy is the way.
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