Campaign details
Brand: Republic Of Singapore Navy Brand owner: Ministry of Defence, Singapore Entrant company: MullenLowe SingaporeIdea creation: MullenLowe Singapore Market: Singapore Sector: Military & emergency services Media channels: Online display, Content marketing, Outdoor, Out-of-home, Social media, Radio & audio, Public relations Budget: No budget
Executive summary
Singapore's falling birth rates made armed forces recruitment more critical than ever. Recruitment campaigns in the category look like Hollywood action films. Weapons? Explosions? Heroic people running about? High-tempo music? Check. These campaigns sought to speak to...