ASIA-PACIFIC – SINGAPORE, JANUARY 13, 2011 –Y&R Singapore has unveiled its first creative campaign for Republic of Singapore Navy (RSN) since winning the business in July 2010. The fully integrated and innovative campaign launched last month with an online teaser leading into a television and cinema commercial entitled ‘Waves’ which was further supported by print, outdoor and DM.
The brand campaign redefines the role of the RSN as not just a vital defender of her waters but as an enabler of Singapore’s economic prosperity in peacetime. The corporate communications started with an innovative "live" word cloud (www.whaticantlivewithout.com.sg) to make Singaporeans aware of the importance of international sea trade in everyday life and the role the RSN plays in protecting Singapore’s waters which is one of the busiest ports along the world’s major east/west trade routes. Visitors to this site are encouraged to add their essential items to a ‘live’ map of Singapore for the chance to win a number of prizes. This message crescendos with an online presentation of the ‘Waves’ TVC. A link then takes those interested in finding out more about careers in the RSN to a recruitment website.
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Completing the campaign are print and poster ads in bus shelters across the island which include the use of 3D scale replicas of the RSN’s Harpoon Missile in action.
Mark Fong, Y&R Singapore creative director, said, "The role of the RSN is so much more than just a coastal defense force, and the challenge of this campaign was to communicate that in a simple and creatively relevant
manner."
CREDITS:
Chief Creative Officer: James Procter
Creative Director: Mark Fong
Writer: Mark Fong, Edward Ong, Ang Kah Han, Emir Shafri
Art Director: Mark Fong, Benny Quek, Guay Chong Kian, hmad Bin Mohamed
Project Manager: Joshua Ooi　
Account Management: Anthony Khoo, Kea Sui Hong, Edwin Seah
Director: Peter Cherry
Production: House: Fluid
Post Production: Black Magic
Music: Song Zu
