Republic of Singapore Air Force debuts new campaign from DDB

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.

Credits:

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