Singapore Air Force launches 'Wind' brand campaign

The campaign is entitled 'Wind' - in reference to the combination of the words 'air' and 'force' - and targets all ages of Singaporeans, including would-be recruits and recruits' parents.

Major Chris Chia, head of Air Force recruitment at the RSAF, said: “We wanted to show the Air Force as an element that delivers strength to people wherever and whenever it’s needed. It is an idea that defines the very essence of the RSAF - it’s there for a higher purpose.”

TV, print, outdoor and online are used to showcase the different ways the RSAF operates as a "third-generation combat force".

Neil Johnson, DDB Singapore's ECD, commented: “Previous advertising positioned the RSAF as a world-class force driven by world-class people - ‘Like nothing on earth’. Now, we had to forge the image of the RSAF as one that operates seamlessly with surface forces, and yet maintains its reputation as a premium armed entity. To top it off, the creative idea needed to be delivered in a manner that was simple yet emotive.”

The campaign was timed to celebrate the RSAF's 40th anniversary and will run for three weeks.