Own Your Future
Client
Singapore Maritime Foundation
Region
Singapore
Category
Integrated, Digital, Film
The Brief
The maritime industry is an essential driver of Singapore's economy and an important link in the global supply chain. But most young Singaporeans didn't consider maritime as a viable career option. So, we were engaged to transform their outdated perceptions of this multifaceted industry by showcasing the many ways they could own their futures on the high seas.
The Idea
We launched "Own Your Future", an integrated creative platform centered around discovering purpose, fostering resonance, and promoting interactivity. The platform welcomed audiences to a parallel universe featuring five innovative "maritime heroes" embracing unconventional roles within the industry.
We targeted Singaporean youths with novel stories designed to reshape their perception of maritime carers. Then, we shifted the spotlight to our audience with an interactive 'career purpose quiz' designed to match the user's interest with suitable careers within the maritime industry.
The Impact
"Own Your Future" was ranked among the Top 15 campaign globally by PRovoke, and named "Best Digital and Social Media" campaign by PRCA APAC.