ASIA-PACIFIC – SINGAPORE, SEPTEMBER 2011: Y&R Singapore has unveiled its latest creative campaign for the Republic of Singapore Navy (RSN). The campaign, entitled “Go Beyond Horizons”, is designed to show the capabilities and role of the RSN by focusing on the men and women of the navy. The campaign launched on September 17, with a 60-second TVC broadcast on FTA TV and cable TV.
The campaign has two components: a focus on corporate communications through TV and online activity, and a focus on recruitment through print, TV and online.
Production of this TVC was one of the largest marketing communications projects undertaken by the Navy involving hundreds of personnel and almost every type of craft in the RSN. With the high level of coordination required between the ships, personnel and film crew, the project demanded intense integration and logistic planning, yet the RSN and Y&R team were able to complete the entire production in only 10 weeks.
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
Advertising Agency: Y&R Singapore
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
