RSAF takes to the skies with new creative agency

The Republic of Singapore Air Force (RSAF) has shifted its creative account from long-term creative partner DDB Singapore to BLKJ. The appointment came following a pitch which concluded in December and is slated to be for a period of  three years. 

BLKJ is tasked to drive RSAF's recruitment efforts by developing fully integrated campaigns across ATL, BTL, digital and on-ground platforms. According to Rowena Bhagchandani, CEO and co-founder at BLKJ, the agency hopes to show young Singaporeans that the RSAF is where they will find the greatest versions of themselves. “The Air Force is not just one of the most important organisations in Singapore, it’s also one of the most inspiring places to work: a place where science, engineering and tech come together with guts, wits and willpower," she added. The agency is currently still in discussion with RSAF on when the work will roll out. 

Besides bagging the RSAF appointment, BLKJ was also recently appointed as creative agency for "Made With Passion", a national initiative launched by the Singapore Brand Office and the Singapore Tourism Board, and supported by Enterprise Singapore. The initiative looks to tell the passion story behind local brands, and comprises a brand mark, a campaign, as well as partnerships among brands, trade associations and the broader industry. The campaign, which BLKJ leads, featured an over-arching brand film, along with several brand stories. 

Separately, earlier this year the Republic of Singapore Navy (RSN) also set sail with a recruitment campaign titled "It's not crazy, it's the Navy" reflecting the resilience and grit displayed by its personnel. Developed by MullenLowe Singapore, the campaign aims to appeal to purpose-driven individuals who embody the spirit of Generation Z and value resilience, tenacity and collective purpose. MullenLowe was appointed last March for three years, wresting the account from former incumbent J. Walter Thompson Singapore which was appointed in 2017.

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