ABOUT ME
STRAT CASE STUDY 02: DIS CHANGES EVERYTHING
HOW DO YOU RECRUIT FOR A WAR
NO ONE CAN SEE?
NO ONE CAN SEE?
PROJECT DETAILS:
CLIENT: MINDEF / DIGITAL INTELLIGENCE SERVICE
AGENCY: DSTNCT
SCOPE: BRAND STRATEGY, INTEGRATED CAMPAIGN
CLIENT: MINDEF / DIGITAL INTELLIGENCE SERVICE
AGENCY: DSTNCT
SCOPE: BRAND STRATEGY, INTEGRATED CAMPAIGN
AWARDS:
MARKies AWARDS 2026
SILVER - Most Creative - Communications/PR
MARKETING EXCELLENCE AWARDS 2026
BRONZE - Excellence in Communications/PR
MARKies AWARDS 2026
SILVER - Most Creative - Communications/PR
MARKETING EXCELLENCE AWARDS 2026
BRONZE - Excellence in Communications/PR
ABOUT:We've all heard of the Army, Navy and Air Force. But what about Singapore's fourth service? Established to protect Singapore against an entirely different kind of threat, the Digital and Intelligence Service (DIS) is responsible for safeguarding our nation's digital infrastructure, gathering intelligence and preparing the SAF for a new era of warfare. The only catch? Unlike fighter jets, tanks and warships, most of what DIS does can't actually be seen. Or even talked about.
THE CHALLENGE:How do you build awareness and recruit talent for a military service that most Singaporeans barely know exists? More importantly, how do we convince a generation of digital natives to consider a career in cyber defence, especially when they're spoilt for choice in the private tech sector?
THE CHALLENGE:How do you build awareness and recruit talent for a military service that most Singaporeans barely know exists? More importantly, how do we convince a generation of digital natives to consider a career in cyber defence, especially when they're spoilt for choice in the private tech sector?
MY ROLE:
Brand Strategy / Creative Conceptualisation / Copywriting
I was involved in shaping the overall brand strategy and creative direction for DIS's recruitment campaign, from identifying opportunities to differentiate the service to developing the ideas that brought its positioning to life.
Beyond the overarching campaign concept, I also helped expand the creative thinking into social content, recruitment experiences and other campaign touchpoints, developing executional ideas and copy that tied everything back to the bigger picture.
I was involved in shaping the overall brand strategy and creative direction for DIS's recruitment campaign, from identifying opportunities to differentiate the service to developing the ideas that brought its positioning to life.
Beyond the overarching campaign concept, I also helped expand the creative thinking into social content, recruitment experiences and other campaign touchpoints, developing executional ideas and copy that tied everything back to the bigger picture.
The importance of DIS is undeniable. However, most Singaporeans don't quite understand it. Unlike the Army, Navy and Air Force, DIS operates in a world that's largely invisible to the public. With little to differentiate it from the other services, it's hard for people to appreciate the significance of its work, let alone consider a career in it. After all, out of sight often means out of mind.
We first have to establish who DIS through these four guiding principles:
ARMED SERVICE
DIS has to carve its own path. We can't follow the other 3 services in their recruitment footsteps, simply because the nature of DIS is just different.
ITSELF SERIOUSLY
How DIS is represented matters. While DIS wants to appear legitimate, credible and essentially a force to be reckoned, some of its social content appear quite trivial or non-serious.
EXCLUSIVITY
The harder it is to get into something, the more prestigious it is deemed. That's exactly how we should be positioning DIS. Secrecy and mystique can be a strong advantage
While the general public may be familiar with terms such as data leaks and cyber attacks, most of these terms merely exist as abstract concepts to most people. So how can we paint an air of brevity over something people can't see?
As a relatively new brand, DIS should first ensure that it covers its most accessible
audiences while also building mass awareness for recruitment.
The DIS is a unique service that exists outside of PES levels and combat readiness. Our strength is not in our physique but in our minds. The diversity of the people that DIS can appeal to needs to be equally reflected in its communications.
IS KEY
There should be a healthy balance of building association as “One SAF” while still intetionally carving out a clear differentiated brand positioning for DIS v.s. other services.
THE NEW NORMAL
The message that cyber threats are as real as any other threats we face need to come to the forefront.
REASON TO CARE
There needs to be a sense of urgency in the way we communicate. The work that DIS deals with is critical to our nations’ sovereignty, protection, livelihoods and everyday lives and this needs to reflect in the
Unlike the Army, Navy and Air Force, DIS didn't have fighter jets, warships or tanks to show off. And with much of its work happening behind the scenes, there wasn't much it could reveal either. But perhaps we were looking at it the wrong way.
Rather than trying to make DIS look like the other armed services, we saw an opportunity to turn its differences into its greatest strength.
If warfare itself had changed, shouldn't the way we think about defence change too?
CAMPAIGN STRATEGY: CREATIVE APPROACHDIS CHANGES EVERYTHING
Warfare has changed. But has our perception of defence caught up? When we think of defending Singapore, we still picture soldiers on the ground, fighter jets in the sky and warships at sea. But today's threats don't always come with a face, a uniform or even a physical presence. As our world becomes increasingly digital, so does the battlefield. Wars can now be fought through lines of code, intelligence and technology, long before a single shot is fired.
DIS Changes Everything isn't just about introducing a new service. It's about challenging what it means to defend Singapore, redefining who can be a defender and inspiring a new generation to see themselves as part of our nation's defence.
The Gap:
While Singaporeans understand the importance of the Army, Navy and Air Force, the role of DIS is less apparent. The challenge wasn't simply introducing Singapore's fourth armed service. It was showing people why it needed to exist, what made it different and why a new generation of talent should want to be part of it.
The Fill:
Rather than following the familiar recruitment playbook of the other armed services, we turned DIS's biggest point of difference into its greatest strength. By highlighting how modern warfare has evolved beyond physical borders, we positioned DIS as a new frontline of defence. One where intelligence, technology and a different way of thinking are just as important as conventional military might.
Warfare has changed. But has our perception of defence caught up? When we think of defending Singapore, we still picture soldiers on the ground, fighter jets in the sky and warships at sea. But today's threats don't always come with a face, a uniform or even a physical presence. As our world becomes increasingly digital, so does the battlefield. Wars can now be fought through lines of code, intelligence and technology, long before a single shot is fired.
DIS Changes Everything isn't just about introducing a new service. It's about challenging what it means to defend Singapore, redefining who can be a defender and inspiring a new generation to see themselves as part of our nation's defence.
The Gap:
While Singaporeans understand the importance of the Army, Navy and Air Force, the role of DIS is less apparent. The challenge wasn't simply introducing Singapore's fourth armed service. It was showing people why it needed to exist, what made it different and why a new generation of talent should want to be part of it.
The Fill:
Rather than following the familiar recruitment playbook of the other armed services, we turned DIS's biggest point of difference into its greatest strength. By highlighting how modern warfare has evolved beyond physical borders, we positioned DIS as a new frontline of defence. One where intelligence, technology and a different way of thinking are just as important as conventional military might.
CAMPAIGN STRATEGY: RECRUITMENT VIDEOSHOWCASING HOW DIS CHANGES EVERYTHING
Unlike conventional warfare, cyber attacks don't come with explosions, fighter jets or enemy soldiers crossing our borders. Yet their consequences can be just as real, affecting the very systems we depend on every day.
Building on the need to help Singaporeans better understand DIS and the work it does, the first recruitment film brings cyber warfare into a world we're all familiar with: our everyday lives.
The Gap:
We need to make these invisible threats feel tangible without resorting to fearmongering and counter the stereotypical view of tech geeks sitting behind computer screens.
The Fill:
Offer Singaporeans a glimpse into the chaos a cyber attack could unleash without turning it into a doomsday scenario. At the same time, challenge the usual stereotypes of cybersecurity professionals by presenting DIS personnel as capable, dynamic defenders who look beyond the familiar image of someone hunched over a keyboard.
Unlike conventional warfare, cyber attacks don't come with explosions, fighter jets or enemy soldiers crossing our borders. Yet their consequences can be just as real, affecting the very systems we depend on every day.
Building on the need to help Singaporeans better understand DIS and the work it does, the first recruitment film brings cyber warfare into a world we're all familiar with: our everyday lives.
The Gap:
We need to make these invisible threats feel tangible without resorting to fearmongering and counter the stereotypical view of tech geeks sitting behind computer screens.
The Fill:
Offer Singaporeans a glimpse into the chaos a cyber attack could unleash without turning it into a doomsday scenario. At the same time, challenge the usual stereotypes of cybersecurity professionals by presenting DIS personnel as capable, dynamic defenders who look beyond the familiar image of someone hunched over a keyboard.
CAMPAIGN STRATEGY: SOCIAL MEDIA STRATEGYCONTEXTUALISING DIS
AS A CAREER ON SOCIALS
A new service needs more than just a social media presence. It needs a story worth following. For a relatively new service like DIS, every post is an opportunity to shape perceptions, build understanding and spark interest.
Building on our overarching brand strategy, we developed four content pillars to guide how DIS communicates with the public. Moving beyond simply showcasing what the service does, we wanted to give audiences a better understanding of why it matters, the people behind it and what it means to be part of DIS.
CONTEXT, CONTEXT, CONTEXT
AS A CAREER ON SOCIALS
A new service needs more than just a social media presence. It needs a story worth following. For a relatively new service like DIS, every post is an opportunity to shape perceptions, build understanding and spark interest.
Building on our overarching brand strategy, we developed four content pillars to guide how DIS communicates with the public. Moving beyond simply showcasing what the service does, we wanted to give audiences a better understanding of why it matters, the people behind it and what it means to be part of DIS.
CONTEXT, CONTEXT, CONTEXT
It's hard to want a job when you don't quite know what it entails. To attract potential recruits, we needed to go beyond job titles and technical jargon and paint a picture of what a career in DIS actually looks like.
CYBER THREATS = REAL THREATS
Cyber threats aren't some distant, futuristic problem. They're already part of the world we live in. Building on the campaign's sense of urgency, importance and purpose, our content needed to bring these threats closer to home.
POSITION DIS AS A LEADER
As a “force multiplier”of the SAF, our content needed to reflect that authority, positioning DIS not simply as another supporting service, but as a critical part of how Singapore's military operates.
CYBER THREATS = REAL THREATS
Cyber threats aren't some distant, futuristic problem. They're already part of the world we live in. Building on the campaign's sense of urgency, importance and purpose, our content needed to bring these threats closer to home.
POSITION DIS AS A LEADER
As a “force multiplier”of the SAF, our content needed to reflect that authority, positioning DIS not simply as another supporting service, but as a critical part of how Singapore's military operates.
BUILDING THE LORE BEHIND DIS
Every great organisation has a story. And DIS is only just getting started. By spotlighting their experiences, motivations and journeys, we wanted to build the stories behind the service. Giving audiences a glimpse into the humans behind the technology, while building a sense of identity, pride and belonging around what it means to be part of DIS.
CAMPAIGN STRATEGY: PASSIVE RECRUITMENTTURNING RECRUITMENT
INTO A CHALLENGE
Everyone loves a good challenge. Especially when there's something to prove. Whether it's solving a seemingly impossible puzzle or proving your school is better than the one down the road, there's something about competition that brings out our determination.
And when it comes to attracting the next generation of digital defenders, what better way to get their attention than to put their skills to the test? Instead of asking people to join DIS, we gave them a reason to engage with it. By turning recruitment into a series of challenges, we could reach audiences at different levels of interest and technical ability.
STUDENTS (GENERAL)
it offered an accessible introduction to digital problem-solving, using school pride and friendly competition to spark participation.
STUDENTS (INTERESTED)
For the more technically inclined, the mystery challenge leaned into DIS's secrecy, turning its biggest communications limitation into a source of intrigue and exclusivity.
Both ideas worked towards the same goal: making recruitment less about selling a career and more about discovering the best people who might be suited for it.
INTO A CHALLENGE
Everyone loves a good challenge. Especially when there's something to prove. Whether it's solving a seemingly impossible puzzle or proving your school is better than the one down the road, there's something about competition that brings out our determination.
And when it comes to attracting the next generation of digital defenders, what better way to get their attention than to put their skills to the test? Instead of asking people to join DIS, we gave them a reason to engage with it. By turning recruitment into a series of challenges, we could reach audiences at different levels of interest and technical ability.
STUDENTS (GENERAL)
it offered an accessible introduction to digital problem-solving, using school pride and friendly competition to spark participation.
STUDENTS (INTERESTED)
For the more technically inclined, the mystery challenge leaned into DIS's secrecy, turning its biggest communications limitation into a source of intrigue and exclusivity.
Both ideas worked towards the same goal: making recruitment less about selling a career and more about discovering the best people who might be suited for it.
HEAD OF STRATEGY MATTHEW ZENG | STRATEGIST JOSHUA ANG | EXECUTIVE CREATIVE DIRECTOR CHEAH WEI CHUN
ASSOCIATE CREATIVE DIRECTOR SHAWN HENG | ART DIRECTOR CASSANDRA KUEK | GRAPHIC DESIGNER JAMAINE TAN
BUSINESS DIRECTOR CHLOE LIM | SENIOR ACCOUNT MANAGER SARAH ELIZABETH TAN
ACCOUNT EXECUTIVES ETHAN OH, ISABELLE MONTERIO