Organised by the Association of Accredited Advertising Agents Singapore (4As), The Crowbar Awards is an annual platform for emerging young 'creatives' to showcase their best works and learn from their peers.
The need for a student's creative awards was tabled back in 1998, but there were never the right resources or setting to introduce it. In 2000, serious planning and consultations were set in place to launch the show in 2001. It was decided that the industry needed this impetus to ensure that local talent is developed and nurtured to raise the already high standards of creativity that Singapore is known for.
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 boundaries, The Crowbar Awards has certainly evolved over the years. Turning international has attracted entries from countries as close as across the causeway to as far away as the United Kingdom, China, Australia and New Zealand. Annually, The Crowbar Awards attracts an average of more than a thousand entries. Today, it has evolved into a holistic year-long program from talent recognition through talent development and beyond. In 2012, The Crowbar Shine program was announced in an effort to fast track and retain talented creatives into the industry.
The Crowbar Awards is an excellent example of how the advertising industry and educational institutions have come together to provide a platform for healthy competition and at the same time have helped in raising the bar in creative thinking. With industry practitioners judging the entries; the award is a recognised and invaluable means for the recipient to gain entry into the advertising industry.
As the industry trade body, the 4As is committed to develop and nurture young talents for the creative sector. Through the awards and other educational & training initiatives, we continue to foster their strengths and shape them as global leaders for the creative world.