The Brief
The RSAF wanted to engage youth and have an equal emphasizeon the different vocations for recruitment.
We wanted to go beyond just ‘advertising vocations to prospects’ and engaging them to explore and discover which ones best fit their acumen.
The Strategy
We approached this by creating an integrated campaign with interactive TVC, AR Posters, Mobile App, Games and Website to demonstrate the collective teamwork that binds the different vocations together as one.
You could be part of a virtual-reality app where the RSAF gives unprecedented access to vocations, weapons and hardware in an immersive game of operatives – allowing youth to experience and be excited by the vocations within the RSAF.
The Team:
Chief Creative Officer: Neil Johnson
Group Executive Creative Director: Joji Jacob
Deputy Executive Creative Director: Thomas Yang
Associate Group Heads: Pradeep D'souza, Khoo Meng Hau
Copywriters: Pradeep D'souza, Lin Zixin
Art Directors: Marvin Liang, Chris Soh, Khoo Meng Hau
Digital & Game Designs: Team Tribal DDB
Interactive TVC: Users were encouraged to interact with the TVC and unlock additional vocation videos – 8 videos were embedded within the TVC to be unlocked.
Users could also play the game. Every vocation and every piece of high-tech hardware from the Air Force is replicated within the game, inspiring young Singaporeans with a true-to-life view of careers in the Air Force.
Mobile App + Game
Credits: SwagSoft, Team Tribal DDB
Users could also build their own air bases and attack each other.
Role play key personnel.
Challenge their friends.
Hunt down the enemy.
Take on the vocations within the RSAF.
Webpage Design
Credits: Team Tribal DDB
