Outward Bound Singapore climbs over the heads of bosses in latest campaign

Outward Bound Singapore (OBS) has recently launched a new campaign titled, “Being different- it’s part of the job” in an attempt to recruit more instructors as it readies itself to run five-day MOE-OBS Challenge (MOC) courses for the entire secondary three cohort by 2026.

Created in collaboration with local creative agency GERMS, the campaign aims to help OBS, which is part of National Youth Council (NYC), appeal to a wider pool of candidates by changing the age-old perception that the job is only for those who love the outdoors, said GERMS. 

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“Our aim was to retell the well-known narrative surrounding OBS instructors with an unexpected twist, all while capturing the genuine essence and authenticity of the profession. To achieve this, we created a campaign that not only showcased the remarkable distinctiveness of the job, but also added a playful and cheeky touch to the overall presentation,” said Francis Tan, executive creative director at GERMS.

Additionally, taking into account that a multitude of factors such as growth, impact and fulfilment prove pivotal in a jobseekers’ checklist for apt jobs, the campaign was poised to position OBS as a job that checked all the boxes in the list.

The campaign will implement OOH (out of home) advertising as well as the usage of social media platforms to showcase various OBS instructors executing MOC course activities such as kayaking, abseiling and camping.

In attempting to extend the campaign’s reach and highlight the frequently overlooked benefits of being an OBS instructor, a short film showcasing the stories of three instructors was curated as well where the film featured each individual’s lives before OBS, reasons for joining and their perceptions about the impact they’ve left on youth participants.

“We hope that more people will be inspired to join OBS after seeing this campaign because it shows that there isn’t a mould for OBS instructors. In the process of producing this, we also learnt how all OBS instructors have a common goal, [which is] to make a difference in the lives of youths,” said Corinne Yong, head of account management at GERMS.

Local brands have been on a roll with creative ads over the last few weeks. Recently, Pokka Singapore unveiled a new campaign centred around empowering consumers to take pauses in a day and to promote mental well-being.

Titled ‘Let’s pause, let’s POKKA', the campaign was inspired by the brand’s heritage of 51 years, to encourage coffee lovers to take pauses throughout the day accompanied by Pokka. The campaign features Mediacorp artiste, Ya Hui, who according to the brand, makes the ideal brand personality to embody the mantra of the campaign. This is as she too takes a break in her career. 

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