Neil Johnson, chief creative officer of DDB Group Singapore commented, “The previous campaigns were steely and philosophical, and were good in establishing the might and mettle of men and machines in the RSAF. In this third branding milestone we call Dreams, we want to widen the appeal among the masses, and also green-harvest prospective young minds by tapping on their ambitions.”
Previous advertising and marketing efforts positioned the RSAF as a Force Like Nothing on Earth and also as a metaphorical manifestation of the elemental force of Wind. These were the campaigns launched in 2005 and 2008 respectively.
The creative idea draws on the element that children are dreamers. To bring the idea to life, warm and intimate sequences of children at play are interspersed with contrasting, animated sequences of RSAF aircraft and personnel in action.
“Evolving the force from might to a state of mind gives the campaign a welcome and refreshing look, while subtly maintaining the edge of the force,” explained Terrence Tan, creative director at DDB Singapore.
“Shot entirely in Singapore, the execution on film is a blend of art and science. Footage shot across scenic spots in Singapore had to be blended with those of military aircraft and personnel. It’s really heartening to see it all come together,” he added.
The sixty-second RSAF TV commercial first aired on 16 May 2011, and continues to run on free-to-air and cable TV through to June. The spot also ends with a 5 second tag-on directing viewers to visit the RSAF Open House on the 28 and 29 of May.
DDB Singapore retained the RSAF account earlier this year following a pitch. It is mandatory that the business is put up for tender every two years.
It is compulsory for all male citizens and permanent residents to undergo National Service in Singapore's Armed Forces, including RSAF, the Army and the Navy. All three services engage in big-budget recruitment campaigns.
The revamped RSAF recruitment website developed by Tribal DDB Singapore also embodies the lofty dreams of potential candidates that literally rise above all. Users scroll upward into the sky to discover the opportunities that RSAF offers. Besides pragmatic information such as scholarships, educational requirements, careers and vocations, the micro-site aims to inspire young Singaporeans with true-to-life views of careers in the Air Force.
Print and outdoor executions of the campaign are more recruitment-focused and create awareness of the various RSAF vocations in targeted youth titles and platforms. All media planning, optimisation and buying is done by OMD Singapore.
DDB Group Singapore
Chief creative officer Neil Johnson
Creative director Terrence Tan
Senior copywriter Pradeep D’Souza
Senior art director Khoo Meng Hau
Copywriter Rebecca Yap
Senior producer Karen Leong
Account director Dominic Lee
Account executive Mark Chui
Account executive Tan Kee Yeh
Tribal DDB Singapore
Head of Tribal / executive creative director Jeff Cheong
Senior manager, Operations Michelle Lee
Head of technology Wee Lee, Yeo
Project manager Joe Tan
Associate creative director Chris Lim
Senior copywriter Shervin Seah
Head of art Alan Leong
Senior art director Daniel Tan
Art director Chia Lee Yen
Senior digital architect Gerald Yeo
Digital architect Rosslyn Chay
Senior content engineer Derrick Teo
Content engineer Gerald Yeong
OMD Singapore Pte Ltd
Business director: Chloe Neo
Media manager Galvyn Liu
Senior buying manager Woo Li San
Media executive Yee Wei Chun
Production House : Shooting Gallery Productions
Director Eric Will
DOP Mark Bliss
Regional group executive producer Freddy Kee
Executive producer Chris Loo
Senior producer Leollyne Teng
Producer Jo Lee
Art department Artison Asia
BlackMagic Design Pte Ltd
Creative director Colin Foo
Lead VFX artist Colin Foo
VFX artist Ian Hendri, Keith Seah, Leong Beng Wee
Colorist Sandra Klass
3D Vincent Yoe, Ivan Phang, Ng Leong Wei
Offline - Making of Simon Tan
Offline - Support Tammy Quah, Claire Ang
Executive producer Derri Ng
Production assistant Winston Chee
Song Zu, Singapore
Music director Lindsay Jehan
Composer Trent Williamson
Sound designer Damian Waddell
Producer Donny Pereira