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Integrated Campaign

Design. Develop. Defend.

DESIGN. DEVELOP. DEFEND. MINDEF. 2021.
An integrated recruitment campaign that shines the spotlight on the tech company that nobody talks about.
The brand film:
Shifting the perception of Defence Science & Technology sector.

The DS&T sector is often perceived as being boring, rigid or simply lesser than private tech companies—largely due to the secretive nature of their work.

To tackle this misperception, the 3 biggest local defence tech agencies came together for an integrated campaign to debunk the misperception by showcasing what the Defence Tech sector actually does.

The campaign kick started with a brand film before being joined by the digital ads, socials content (paid and organic) and OOH efforts.

Key visuals:
MINDEF DSTA Key Visual
MINDEF DSO Key Visual
Outdoor

The campaign was rolled out on various outdoor medium which includes buses, MRT trains and platforms as well as ClearChannel 6-sheet posters.

Socials

To ensure the sustenance of the campaign, we worked with the 3 agencies—DSTA, DSO and CSIT—to roll out always-on social content.

More than just sustenance, these social content also aim to give people insights into the DS&T sector and a better understanding as to what they do.

Credits

Victor Ng Executive Creative Director

Ali Shabaz Creative Lead

Bel Ong Creative Director

Lim Wern Kee Senior Art Director

Yours Truly Art Director

Rong Yi Art Director

Wong Jun Yi Junior Art Director

Xavier Toh Copywriter

Chris Lim Junior Copywriter