Tribal Worldwide Flips the Script on Regular for Our Singapore Army Recruitment Campaign

Our Singapore Army (Our Army) has joined forces with Tribal Worldwide Singapore (Tribal Worldwide) to playfully turn the tables on army stereotypes in its latest recruitment campaign. The agency was appointed to the business in March this year for a three-year term, handling strategy, branding, digital, and integrated campaign management.

The ‘Anything but regular’ campaign challenges common misperceptions of army careers. Beyond typical impressions of a physically demanding, regimented, and male-dominated work environment, the agency highlights exhilarating opportunities for adventure, personal development, and career advancement within Our Army for both men and women. Our Army also provides the job security, stability, and benefits students expect from more conventional careers.

Scheduled to go live on 18 November, the film stars a female officer listening on as her friends boast about their experiences at work. Their words inspire her to quietly reflect on her own experiences as an army regular – ones that stand in striking contrast to those found behind a desk.

The film is the first in a series that injects new meaning into corporate jargon like career, travel, and success. Featuring real-life personnel from diverse career schemes in Our Army, the video illustrates how their experiences are anything but regular. Running on YouTube, Facebook, Instagram, LinkedIn, and TikTok, the series is supported by striking OOH ads also depicting extraordinary army scenarios in the field. The next two instalments in the series are due to launch in 2024. 

Said COL Wong Pui Chuan, chief human resource officer at Our Singapore Army, “People have certain impressions about army careers based on what they see or hear about National Service. Our Army careers are so much more. Through the lens of our regulars, we hope to showcase the extraordinary, dynamic, and diverse experiences that army careers offer. It is a great playing field for Singaporeans from all walks of life. We are happy to partner with Tribal Worldwide on this campaign and bring this world of possibilities to all prospective regulars.” 

Said Benson Toh, executive creative director at Tribal Worldwide, said, “This campaign is rewriting the rules of military advertising. We’re going against the grain to challenge common misconceptions about Our Army, starting with a female lead. Far from marching men in camouflage and strict rules, our campaign tells a tale of adventure, adrenaline, and opportunities. We’re incredibly honoured to partner with Our Singapore Army and exceptionally proud of what this campaign will achieve online and across social media.”

For more information on army careers, visit here. The campaign coincides with Our Army Women’s Career Fair from 11am to 6pm on 9 December at the Devan Nair Institute for Employment and Employability. Sign up here.