Title | IT'S NOT CRAZY. IT'S THE NAVY. |
Brand | MINISTRY OF DEFENCE SINGAPORE |
Product / Service | REPUBLIC OF SINGAPORE NAVY |
Category | A02. Script |
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.
Join the Navy? You must be crazy. Crazy to get up every day before the sun does. Crazy to swim more laps in the open ocean than any elite athlete. Crazy to run miles with half your body weight strapped to your back. Crazy to practise weapon drills 30 hours a week with the hope of never having to fire once. Crazy to spend months at a time out at sea, shrugging off storms and staring down threats. Crazy to lay your life on the line and in the hands of those who are as crazy as you are. Crazy – until you consider the alternative. Leaving the world’s most improbable island nation defenceless in the water. Pretending threats do not surround us. Forgetting that the sea is our lifeline, our first line and our last line of defence. In a world that’s spiralling out of control, we are the sane, we are the sensible, we are accountable for Singapore’s safety and sovereignty. If you have the guts, the grit, the heart; we have the reason. It’s not crazy. It’s the Navy.
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