In the midst of Singapore’s 2020 Circle-Breaker (country lockdown), we faced an unusual challenge—how do we inspire young women to join the Singapore Navy when they can’t even step outside? Our answer: we brought the future to them.
The campaign launched with a bold direct mailer—a letter from their future self and a personalized dog tag, inviting them to take charge of their destiny. Next, we hijacked Spotify streams with messages from the year 2030, reassuring them that they made the right choice. The campaign’s highlight? A 3D-animated art directed film, inspired by real female Navy officers, bringing their journey to life.
The result? 100% success. Gen Z women saw the Navy not just as a career—but as a future they wanted to be part of.
