IT'S NOT CRAZY. IT'S THE NAVY.

TitleIT'S NOT CRAZY. IT'S THE NAVY.
BrandMINISTRY OF DEFENCE SINGAPORE
Product / ServiceREPUBLIC OF SINGAPORE NAVY
CategoryB07. Not-for-profit / Charity / Government
EntrantMULLENLOWE 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

Credits

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

Write a short summary of what happens in the film

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.

Cultural / Context information for the jury

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.

Links

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