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THE GUARDIANS OF
THE NEW FRONTIER
by the DIGITAL AND INTELLIGENCE SERVICE (DIS)
Launching the fourth force of the Singapore Armed Forces in 3, 2...
Army. Navy. Airforce. That's been the name of the military game... until recently.
Intelligence has entered the chat and quickly dominated the conversation. The topic for discussion? If you don't have digital defence in your arsenal, you're a sitting duck.
But while a critical component to any competent military, a digital force doesn't have the macho and muscle that conventional services have. They may not have bullets, but they've got byte.
The Digital and Intelligence Service, Singapore's fourth force, wanted to show just that.
We launched them big and bold, with a manifesto video unlike any other. Navigating TOP SECRET and CONFIDENTIAL red tape that you'd expect any military to have, we had to show just enough so that the layman would understand who we were and what we do, but not too much that watching eyes could spot a chink in the SAF's armour.
KVs soon followed, with pithy headlines and neon Tron-esque visuals to provoke further investigation by the public.
Then, leveraging the wisdom of Ben Franklin, we knew the only way to get the public to really learn was to get them involved. After all, how do you demonstrate the importance of a force without being under fire?
So, we staged a cyber attack... in a theatre full of unsuspecting movie-goers.
The launch was a massive hit, catapulting the DIS' recruitment numbers above not just the other services in the SAF, but even the police and civil defence forces (i.e. firefighters etc).
More importantly, it showed Singaporeans that we were covered on all fronts
—from battlefield to new frontier.
P.S. Some behind-the-scenes of this massive campaign.
Chief Creative Officer Joji Jacob
Senior Copywriter Natalie Goh
Senior Art Director Samantha Branson
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