Following its appointment to Singapore Navy's (RSN) creative business in July last year, Y&R Singapore has unveiled its first creative campaign.
The brand campaign redefines the role of the RSN as not just a vital defender of her waters but as an enabler of Singapore’s economic prosperity in peacetime. The fully integrated campaign launched with an online teaser leading into a television and cinema commercial entitled ‘Waves’. The campaign is supported by print, outdoor and direct mail.
The teaser came in the form of a real-time word cloud on Whaticantlivewithout.com.sg, which invited Singaporeans to identify the items they can’t live without. This message crescendos with an online presentation of the ‘Waves’ TVC. A link then takes those interested in finding out more about careers in the RSN to a recruitment website.
Completing the campaign are print and poster ads in bus shelters across the island which include the use of 3D scale replicas of the RSN’s Harpoon Missile in action.
Mark Fong, Y&R Singapore said, “The role of the RSN is so much more than just a coastal defense force, and the challenge of this campaign was to communicate that in a simple and creatively relevant manner.”
The campaign will run in bursts throughout 2011.
Chief creative officer James Procter
Creative director Mark Fong
Writer Mark Fong/ Edward Ong/ Ang Kah Han/ Emir Shafri
Art director Mark Fong/ Benny Quek/ Guay Chong Kian/Ahmad Bin Mohamed
Project manager Joshua Ooi
Account management Anthony Khoo, Kea Sui Hong, Edwin Seah
Director Peter Cherry
Production House: Fluid
Post production Black Magic
Music Song Zu