Fame Hides Everything at this year's Singapore Media Awards

Singapore , 22 August 2006 - "Fame Hides Everything." And what better way to achieve it in the advertising industry than by winning an award in the 2006 Singapore Media Awards (SMA). JWT and the Association of Accredited Advertising Agents Singapore (4As) have kicked off a cheeky call-for-entry campaign for the 2006 Singapore Media Awards (SMA). The poster and press campaign posits that all your shortcomings will be overlooked if you win a Singapore Media Award. "Now, you can get away with anything", is the cachet of the award.

"It's always difficult to do a 'Call for entry campaign' for an awards show because so many have been done before, but we still managed to find a fresh and funny way to execute this one," says Ali Shabaz, Creative Director of JWT Singapore.

Along with the press campaign, two TV spots were also conceived by the agency to run in targeted channels. The first shows a sexy woman making out with a plain looking Singapore Media Award winner. The other shows a Singapore Media Award winner sleeping in an important meeting, and getting away with it.

The SMA is organised by the 4As, and celebrates the importance of outstanding media thinking and strategies. With strong support and endorsement from major industry players , this year's show follows its successful launch in 2005 where it received 167 entries, and a remarkable attendance of more than 500.

"Being a relatively new award show, we wanted to make sure that we had a campaign that would be visible, as well as memorable," says Manpreet Singh, 2006 SMA Chairman and CEO of MindShare Singapore . "We feel that the concepts from JWT are perfect for this year's show, and we like the positioning statement. It's an insight that's as refreshing as the work."

The campaign ran on selected bus-shelters and trade publications, with spots on television as well as outdoor screens on trains.

Sarah Tang
Phone: 6836-0600
Email: sarah@4as.org.sg

About the Singapore Media Awards (SMA):
SMA 2006 will present 16 awards including 3 special merit awards and the prestigious Grand Prix for the best overall media campaign. Single media categories include the Best Use of Television, Newspaper, Magazines, Outdoor, Radio, Online, Pan Asian Print and Pan Asian Cable & Satellite while specialist categories covers the best in Integrated Media Campaign, Strategic Launch, Experiential Marketing Campaign and Small Budget. New this year is the Young Media Person of the Year Award that seeks to honour the best and brightest young media talent. This in addition to the current Special Merit Awards that recognises media people who have excelled in their careers within the agencies and/or contributed significantly to the industry.

For more information, visit www.sma.com.sg.

Team:

Creative Director: Ali Shabaz

Art Director/Designer: Jimmy Neo

Copywriter: Clarence Chiew

Account Servicing: Angus Fraser, Merwin Chew, Karen Tan

Clients: Manpreet Singh, Chua Bee Hong and Sarah Tang (4As)

Related Links:
Media Person of the Year to visit BBC World News Room in London
Singapore Media Awards Returns for Its Second Show in September