RSAF challenges Gen Z to squad up in mobile-first mission

The Republic of Singapore Air Force (RSAF) is recruiting Gen Z through “Find your squad. Find your #AboveAll,” a recruitment campaign that pushes the boundaries of traditional marketing with an immersive, collaborative film experience.

Designed to resonate with Gen Z, the campaign moves beyond conventional ads, offering a mission-based, mobile-first journey that highlights teamwork and community at the heart of the RSAF.

Historically, public perception has focused on pilots, overlooking other critical roles. With today’s youth valuing collaboration, belonging, and collective achievement, the campaign reframes the narrative to emphasise the importance of every role in the force.

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Developed with BLKJ Havas and UNIT9, the initiative pioneers a new form of social entertainment. Using mobile technology, friends can sync their phones to create a shared adventure, actively influencing the story together in real time.

Each mission’s success depends on collective cooperation, mirroring the Air Force’s emphasis on teamwork.

The campaign also runs on TikTok, where users participate in missions, make decisions, and tag friends to complete tasks, turning the experience into a truly social, collaborative journey.

“This is a big shift in how we tell stories,” said Guilherme Machado, executive creative director at BLKJ Havas.

“We wanted to create an experience that goes beyond passive viewing. By making the viewer an active participant, we highlight the importance of every single role within the RSAF, emphasising that collaboration and community are key to mission success. It's about making connections, not just watching," added Machado. 

In a world where technology and human interaction increasingly intersect, “Find your squad. Find your #AboveAll” positions the RSAF not just as a career, but as a community where collaboration is central to success.

The campaign follows its "Find your #AboveAll" campaign in 2022 where it celebrated the female fighter pilots in the force and took viewers from an animated environment into the real world. 

Similarly, the idea was rooted in the Gen Z insight of living one's best life and wanted to shift "Above all" from being an official creed of the RSAF to being a personal mantra for each and every servicewoman and man. 

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