It's Not Crazy. It's The Navy.

Is it crazy to consider a career in the Navy, or crazier to rule it out so easily?

The “It’s not crazy, it’s the Navy” platform has rewritten the rules of military advertising in Singapore (even written itself into meme culture) and elevated the Navy from the least-considered career choice in the military to the second-highest, all in the span of five years.
 

But the world has changed since then. So have the career concerns and priorities of Gen Z who make up the main recruitment pool for the Navy. 
 

We had to help the Navy respond. And boy, did we.