The campaign, which launched over the weekend, centres around a 60-second TVC broadcast on FTA TV and Cable TV and also includes print, OOH, cinema, online channels and online activities.
The campaign has two aims: corporate communications via TV and online activity and recruitment through print, TV and online. The production of the TVC involved hundreds of Navy personnel and almost every type of craft in the RSN.
Commenting on the campaign, Anthony Khoo, chief client officer, Y&R Singapore said, “We’ve taken a very different approach in this campaign departing from the mainstream approach of machismo and military hardware to one which is designed to reflect the personality of the RSN in a quiet and understated way, focusing on the competence, commitment and confidence of the individuals and what drives them. This has been a huge undertaking and a real team effort to complete production in such a short time.”
Y&R Singapore won the RSN business in July 2010 and launched their first award-winning campaign in December 2010.
Credits:
Account Management: Anthony Khoo/Kea Sui Hong/Chew Fung Wee
Creative Directors: Mark Fong/Toh Han Ming
Art Directors: Toh Han Ming / Somjai Satjatham / Kittysak ‘Beer’ Poonnotok
Writer: Mark Fong
Digital: Emir Shafri / Wendy Koh / Ong Sze Sze / Lim Wern Kee / Shahril Shahar / Ahmad Bin Mohamed
TV Producer: Michelle Tan
Print Producer: Kirby Ho
Production Manager: Justin Chua
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