Campaign Spotlight

Campaign Spotlight: Republic of Singapore Navy launches recruitment campaign conceptualized by MullenLowe Singapore

SINGAPORE – A new Republic of Singapore Navy recruitment campaign launches this week aiming to accurately reflect the resilience and grit shown by Navy personnel in ensuring Singapore’s safety, sovereignty, prosperity and reputation as a reliable partner.

The campaign, “It’s Not Crazy, It’s the Navy” has been developed by MullenLowe Singapore to appeal to purpose-driven individuals who embody the spirit of Generation Z and value resilience, tenacity and collective purpose. The reality is that life in the Navy is not always about adventure, adrenaline and action. It is a purposeful home for a special breed of Singaporeans with a high level of resilience and dedication.


When someone says they are joining the Navy, most family and friends are supportive. However, the campaign recognises that sometimes the reaction may be, “Are you crazy?” because of the high demands of the job, long hours of sailing, and harsh conditions at sea. It is this reaction that the campaign aims to address and help people understand the reasons that makes the Navy worth signing up for.

The Republic of Singapore Navy is looking to attract quality applications from Singaporeans who are currently studying, waiting for enlistment, enlistees and mid-careerists.

The campaign will run across multiple channels including Spotify, social media and OOH.

Client: Republic of Singapore Navy
Head of Naval Personnel Department: Colonel Ho Jee Kien
Head of Navy Recruitment Centre: Major Eileen Sow
Head of Events & Communications, Navy Recruitment Centre: Ling Yong Xin
Event Coordinator, Navy Recruitment Centre: Tan Suan Ling
Event Coordinator, Navy Recruitment Centre: Ong Jiarong, Justin

Agency: MullenLowe Team
CEO, Singapore & China: Paul Soon
Executive Creative Director: Daniel Kee, Ang Sheng Jin
Copywriter: Ernest Chin, Samantha Young, Aslinda Khanafi, Matthew Yeo
Art Director: Claudius Keng, Ken Kaneko, Alex Tan
Account Director: Lim Wei Jian
Senior Account Manager: Nadrah Rozman
Account Executive: Jessica Lim
Senior Strategist: Cleef Chong
Agency Executive Producer: Julie Chua
Agency Producer: Jaye Ong, Claire Yeo

Production Partners
Production Company: Freeflow Productions, Singapore
Director: Roslee Yusof
Executive Producer: Jill Soong
Producer: Ong Tze Ni
DOP ‘A’: Alan Yap
DOP ‘B’: Lawrence Toh
Post Production: Freeflow Post, Singapore and Heckler, Singapore
VO Recording Studio: Neon Sound
Audio Mix Studio: Yellowbox
Photography Studio: GeoffStudios
Photographer: Geoff Ang
Retouching: Wishing Well Singapore

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