Singapore Air Force likened to the wind

Singapore - The Republic of Singapore Air Force (RSAF) kick-started a new corporate and recruitment campaign on National Day to showcase the ways in which it operates as a "third-generation combat force".

A 60-second RSAF TVC which aired on Saturday (National Day) is part of a multi-faceted campaign developed by DDB Singapore, which includes TV, online, outdoor, and print. The TVC runs on free-to-air and outdoor over the next three weeks.

"Previous advertising and marketing efforts positioned the Air Force as a world-class force driven by world-class people - 'Like nothing on earth'. Now, we had to forge the image of the RSAF as one that operates seamlessly with surface forces, and yet maintains its reputation as a premium armed entity. To top it off, the creative idea needed to be delivered in a manner that was simple yet emotive," Neil Johnson, ECD for DDB Singapore, said.

The campaign's creative idea is "I am the Wind", which stems from a combination of meanings from the words "air" and "force" - creating "wind".

Print and outdoor executions will be more recruitment-focused and will create awareness of the various RSAF vocations. This, along with the online work developed by Tribal DDB, will roll out shortly after the TVC launch and work in tandem with the campaign messaging. PHD Singapore managed all media buying functions.

"We wanted to show the Air Force as an element that delivers strength to people wherever and whenever it's needed. It is an idea that defines the very essence of the RSAF and its people - it's there for a higher purpose," Major Chris Chia, head of Air Force recruitment of the RSAF, said.