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Mr. Victor Ng, Crowbar Awards 2008
Chairman said, “It was not easy
to select the Best Of Show, as all
the top winners of their respective
disciplines were clearly outstanding.
It came down to the common creative
denominators of originality, simplicity
and likeability – in the student
context. “Shoulder” is
one of those rare ads that makes you
cannot help but smile, and marvel
at how you’ll never look at
the product the same way again.”
Crowbars were also handed
out to the best entries in four categories:
Best of Advertising, Design, Film
and Photography. The winners of these
categories vied for the Best of Show
Award.
Organised by the Association
of Accredited Advertising Agents Singapore
(4As), the Crowbar Awards entered
their eighth edition this year.
“This is one of the strongest
years for the Crowbars in terms of
the quality of the submissions. The
juries, especially the international
ones, were highly impressed by the
caliber of our students. Some of the
winning entries are already worthy
of international awards for professionals,”
added Ng.
The Best of Category
winners are:
Best of Advertising
Student: Ong Wei Sheng Jonathan
School:Temasek Polytechnic
Title of Entry: Shoulder TVC
Best of Design
Student: Jervic Tan Yong Kang
School: Singapore Polytechnic
Title of Entry: Ikea
Best of Film
Students: Lincoln Chia Zhicheng, Michael
Tay Hong Khoon, Lam Yaochen, Jeff
Koh Jin Rong, Pu Ziyang Joe
School: Nanyang Technological University
Title of Entry: Mu Gui Ying, A Legendary
Female Warrior
Best of Photography
Student: Joel Yuen Kong Chong
School: Nanyang Technological University
Title of Entry: Anatomical Fantasies
of Meat
Last year, the Napkin
Category, was added to the Crowbar
menu. The Napkin entries were judged
on the concept and idea which could
be for TVCs, print, interactive or
design. This encourages creative thinking,
providing an avenue where students
can express their ideas without the
distraction of a painful execution.
This year, the Crowbar Awards attracted
1,083 entries from 27 schools, including
several entries from Malaysia, New
York, New Zealand and Australia. There
were entries from 8 new schools, of
which 4 are from overseas, building
on the momentum of the 4As’
efforts in reaching out to more schools,
especially those from the region.
This year’s Crowbar
Festival kicked off with the Advertising
Boot Camp where participants were
given the opportunity to learn and
work on a “live” brief
by Wildlife Reserves for the Singapore
Zoo.
Creative professionals
such as McCann Erickson’s Goh
Wee Kim, JWT’s Thomas Yang,
TBWA’s Ng Pei Pei, Grey’s
Justin Lim, Beautiful’s Roy
Poh and Ogilvy’s Maurice Wee
and Renee Lim were roped in to mentor
the 26 Boot Camp participants. Heating
things up this year, participants
were “locked” in a room
for 24 hours to crack the brief provided
by a real client – The Singapore
Zoo.
“Students still
get lured into advertising by the
fallacy of glitzy awards, wild parties
and daydreaming at work. The Crowbar
Boot Camp is meant to simulate real-agency
working conditions – a client’s
brief to solve a real marketing problem,
a demanding creative director, a sense
of internal competition, and of course,
a crazy deadline,” said Ng.
Winners of the Crowbar
Boot Camp are:
Gold
Students: Eugene Ling Han Ming &
Amelia Chong
School: Singapore Polytechnic &
Temasek Polytechnic
Title: Dream Place – Truer than
Home
Silver
Students: Wilson Santoso & Zara
Kok
School: 95% The Advertising Academy
& Central St. Martins College
of Art & Design
Title: Happy Animals, Happy Experience
Bronze
Students: Andrea Kuo & Lim Zhen
Wen
School: Singapore Polytechnic
Title: Tarzan
Bronze
Students: Muhammad Syaiful & Wang
Daguo Bob
School: Singapore Polytechnic
Title: Liberty in Captivity
View full results here.
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