Singapore , 2 April 2007 – The Crowbar Awards turns 7 this year and celebrates with an exciting addition. The Napkin Category, introduced for the very first time allows students to submit an idea without the need for an execution. Their entries will be judged on the concept and idea for TVCs, print, interactive or design.

Thoughts to paper, scribbled, sketched and scratched, students can now show what goes on in that little head of theirs.

Co-Chairman Goh Wee Kim, BBDO Singapore Associate Creative Director said that the aim of introducing the category is to encourage creative thinking and to provide an avenue where the students can express their ideas without the distraction of a full execution. The Napkin category compels students to focus on the idea itself rather than to mask the message with fanciful executions.

“It all starts with a great idea and we hope to provide a platform to recognise great ideas and motivate them in further developing their thinking skills,” added Co-Chairman Eric Yeo, Ogilvy and Mather Head of Art.

An idea is the root of it all, but perfecting it through execution is a major challenge.

Each year, students are given the opportunity to demonstrate their skills and communicate their ideas by working on a real brief through the Crowbar Challenge. This year, The Association of Accredited Advertising Agents Singapore (4As) is providing the brief for an integrated campaign to launch next year's Crowbar “Call for Entry”.

4As Executive Director Chua Bee Hong says, “We want to provide an opportunity for greater involvement and participation from the students. It would be exciting to see them working on a real brief and having the prospect to see their works implemented in a real world setting.”

Launched in 2001, the Crowbar Awards highlight the best emerging talent in creative communications and design. Leading creative practitioners will judge the entries from across 6 categories – advertising, design, interactive, photography, film and the Crowbar Challenge. Organised by the 4As, it is an annual platform for emerging young creatives to showcase their works and learn from their peers. Full entry details are available at www.crowbar.com.sg .

The first Student Creative Awards was held in 2001, where students were encouraged to “grab a crowbar and break in.....to the industry....”, thus it was affectionately dubbed the Crowbar Awards. From a local event to one that reaches beyond the boundaries of national lines, the Crowbars have certainly evolved over the years. Turning international has attracted entries from countries as close by as across the causeway to as far away as the United Kingdom , China , Australia and New Zealand .

The 4As is not only committed to preparing and nurturing students for our fast growing and vibrant creative industry, but also providing a platform for the industry to recognise the most promising talents out there.  

About 4As (Association of Accredited Advertising Agents, Singapore)
The Association of Accredited Advertising Agents Singapore was founded in 1948. Better known as the 4As, this non-profit trade association represents advertising and marketing communications practitioners, agencies and related businesses in Singapore. The 4As works in close co-operation with other related trade associations, schools and government bodies to nurture talent and to improve the stature and prominence of the advertising and marketing communications industry. Among the key events organised and promoted by the 4As are the Singapore Creative Circle Awards or the Gong Show; the Students Creative Awards, commonly known as The Crowbars; and the Singapore Media Awards.