Award: Gold
Award Year: 2025
Category: Sustained Success
Executive Summary
Military recruitments sell an idealised vision of service. The Navy took the opposite approach — embracing reality. Launched when chaos became the new normal, ‘It’s Not Crazy, It’s the Navy’ turned crazy into a powerful recruitment platform.
As reality evolved, so did we, meeting Gen Z where they were, speaking their language, and thriving in their culture.
Career consideration more than doubled (24% to 53%), while attractiveness soared (27% to 43%), and the Navy rose from last place to the top military career choice. Crazy? No. Just the Navy.
Lead Agency
MullenLowe Singapore
Paul Soon, CEO, Singapore & China
Kevin Koh, Senior Growth Manager
Yi Ning He, PR Consultant
Roan Ebrahim, Regional Business Director
Zari Sabelita, Associate Account Director
Daniel Kee, Executive Creative Director
Claudius Keng, Senior Art Director
Ernest Chin, Senior Copywriter
Ernest Kok, Senior Copywriter
Pearlyn Chang, Art Director
Yi Qing Toh, Art Director
Mun Weng Yong, Integrated Producer
Cleef Chong, Global Planning Director
Simran Gill, Strategy Director
Ara Cabalonga, Senior Strategist
Julie Chua, Executive Producer
Jonathan Ng, Group Account Director
Faith Teo, Account Manager
Mark Tan, Account Manager
Sheng Jin Ang, Executive Creative Director
Alex Tan, Senior Art Director
Dominic Tan, Art Director
Glenn Tan, Art Director
Xin Ying Peh, Senior Copywriter
Su Ann Yip, Copywriter
Client
Republic of Singapore Navy
Suan Ling Tan, Manager, Navy Recruitment Centre
Alvin Tan, Lieutenant Colonel