a girl’s guide
to the navy
the republic of singapore navy
as someone with very little exposure to national defence, it always puzzled me when women recruitment campaigns felt the need to masculinise the message to women, when there’s nothing stopping a woman from being a woman in the navy. and with that shift away from brotherhood. we leaned into girlhood, to show that the navy is a place where women could be themselves unapologetically (with a gen z flavour of course). we saw some of the highest attendance numbers at a women’s recruitment event with this campaign, exemplifying the need to cut through with the female gaze in mind.
for our art direction, we leaned heavily into the girly aesthetic while still maintaining the navy’s core colours.
we also created nautical-themed charms for friendship bracelets, meant to mark the beginning of their journey with the navy’s sisterhood.
when it came to the out-of-homes, we needed to talk the talk — speaking a language reserved for our target demo.
and as a bonus… here’s the work that didn’t fly (or set sail) because NIC didn’t get it. the girls that get it, get it.
