Tribal Worldwide flips the script on regular for Our Singapore Army
Tribal Worldwide Singapore is playfully turning the tables on army stereotypes in Our Singapore Army’s latest recruitment campaign. The agency was appointed to the business in March this year for a three-year term, handling strategy, branding, digital, and integrated campaign management.
Beyond typical impressions of a physically demanding, regimented, and male-dominated work environment, the ‘Anything but regular’ campaign highlights exhilarating opportunities for adventure, personal development, and career advancement within Our Army for both men and women. Our Army also provides the job security, stability, and benefits students expect from more conventional careers.
The film stars a female officer listening on as her friends boast about their experiences at work. Their words inspire her to quietly reflect on her own experiences as an army regular – ones that stand in striking contrast to those found behind a desk.
The first in a series of films that inject new meaning into corporate jargon like career, travel, and success, the campaign features real-life personnel from diverse career schemes in Our Army. Running on YouTube, Facebook, Instagram, LinkedIn, and TikTok, the series is supported by striking OOH ads also depicting extraordinary army scenarios in the field.
“This campaign is rewriting the rules of military advertising. Far from marching men in camouflage and strict rules, our campaign tells a tale of adventure, adrenaline, and opportunities,” said Benson Toh, Executive Creative Director at Tribal Worldwide.
“Overall, the way the screenplay delves into the nuances of storytelling to make extraordinary experiences and the multifaceted nature of military life more relatable, is a refreshing change,” commented Nikita Mishra at Campaign Asia.
For more information on army careers, visit www.armycareers.gov.sg.