The brief was to create a DM pack to help the Republic of Singapore Navy recruit teenagers as Naval Systems Specialists. They needed a pack that could leap out of the letterbox, and grab hold of target audience - teenagers with very short attention span. The solution is based on something the 'competitors' can't provide - the chance to lead an exciting and adventurous, "page-turning" life. The kind novelists such as Tom Clancy and John Grisham write about. And since the most powerful way to get anyone's attention is to engage them individually, the books were highly personalised. The first reveal inside: "If your life was a book, would anyone read it?"
Agency: Saatchi & Saatchi, Singapore.