Following up on One Force 2014, our next integrated campaign was all about communicating why the RSAF is above all.
The reason is peace. But just saying it the way it is will not go far.
We wanted to get people thinking by making it relevant to their everyday lives and giving them a bigger purpose.
We wanted to get people thinking by making it relevant to their everyday lives and giving them a bigger purpose.
Our 60-sec brand film did just that.
Our print ads showcased how each vocation has a part to play in securing peace for Singapore.
Our app was given a complete overhaul to make it more engaging and inspiring.
And our campaign worked. One Force 2014 repositioned RSAF from the second most desired armed force to the first.
One Force 2016 helped the RSAF fulfil its recruitment goals in just 3 months.
Launch Film
Outdoor Posters & Print Ads
Air Force UAV Pilot
Air Force Engineer
Air Force Pilot
Ground Base Air Defense
Air Force C3
Mobile App
Agency: DDB Singapore
Creative Directors: Thomas Yang, Neil Johnson
Head of Art: Thomas Yang
Art Director: Malcolm Wee
Copywriters: Pradeep Dsouza, Edwin Leong
Director: Tai Heng (Moviola)
Photographer: Sebastian Tan (Shooting Gallery)