It’s Not Crazy, It’s The Navy

Republic of Singapore Navy

MullenLowe Singapore has released a new Republic of Singapore Navy recruitment campaign, aiming to accurately reflect the resilience and grit shown by Navy personnel in ensuring Singapore’s safety, sovereignty, prosperity and reputation as a reliable partner.

The campaign, “It’s Not Crazy, It’s the Navy” has been created to appeal to purpose-driven individuals who embody the spirit of Generation Z and value resilience, tenacity and collective purpose. The reality is that life in the Navy is not always about adventure, adrenaline and action. It is a purposeful home for a special breed of Singaporeans with a high level of resilience and dedication.