The maritime industry is an essential sector of Singapore's economy and an important industry in the global supply chain. However, despite the industry's transformation over the past decade, the majority of young Singaporeans do not consider maritime as a viable career option.

Archetype ideated a strategy to change outdated perceptions of the industry and make it relatable to young Singaporeans. The Own Your Future creative campaign was built with three areas of focus: finding purpose, building resonance, and integrating interactivity.

We built a holistic 360-integrated communications strategy implemented through earned, social, paid, and owned platforms. The multi-channel campaign showcased unconventional maritime roles, and highlighted the purpose-led roles available in the industry. We did this by welcoming audiences into a parallel universe with five talents positioned as “maritime heroes,” drawing inspiration from the Marvel multiverse.

The campaign successfully changed young Singaporeans’ perceptions of maritime and ramped up the industry’s recruitment pipeline with a 214% increase in social media reach, a 99% monthly average increase in traffic to the site, and a 200% increase in career prospect leads.