Award: Gold
Award Year: 2025
Category:
Government & Public Service
Youth Marketing – Products & Services
Executive Summary
The Singapore Army has long battled stereotypes – regimented, restrictive, physically grueling – making Gen Z recruitment increasingly challenging. Servicemen’s title, “Regulars”, further cements that. Knowing Gen Zs sought careers that match their interests and offer diverse, enriching experiences, we needed to uncover the truth that an Army life is just that – a fulfilling and expansive playing field for diverse talents to thrive. The ironic “Regular” name became an opportunity for us to flip the script and effectively redefine the Army.
Lead Agency
DDB
Jeff Cheong, Chief Executive Officer
Subodh Deshpande, Chief Strategy Officer
Thilagan Narayanasamy, Account Manager
Vinod Savio, Chief Creative Officer
Thomas Yang, Executive Creative Director
Yong Jun Chow, Creative Group Head (Copy)
Eng Lee Sin, Creative Group Head (Art)
Yi Ting Tang, Planner
Starcom Worldwide
Casson Liew, Media Manager
Client
Army Recruitment Centre
William Wang Ke Bin, Publicity Warrant
Yong Meng Tan, Head of Army Recruitment Centre