ABOUT CROWBAR

Organized 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 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. Annually, The Crowbar Awards attract an average of more than a thousand entries. Today, The Crowbar 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 and remain in the industry.

The Crowbar Awards is an excellent example of the industry and educational institutions coming together to provide a platform for healthy competition and raising the bar in creative thinking. Industry practitioners judge the entries; hence the award is a recognized and invaluable means for the recipient to gain entry into the best in advertising industry.

As the industry trade body, the 4As are 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.

All full-time students currently enrolled in any school, or those who graduated within 2013, are eligible to submit entries to the Crowbar Awards 2013. We leave it to each school to define what constitutes a "full-time student."

Your entries must be produced during the course of your enrolment in school or produced during your school attachment/internship period with an organization or agency. Please note that your work must be of your original ideas and produced solely by yourself. Work that is found to be not original or to be adaptations of existing advertising material in terms of concept, layout or subject matter will be disqualified.

Best of Show and Category Crowbar Winners (Advertising, Design, Interactive, Film, Photography) from previous Crowbar Awards are eligible. However, entries submitted for previous Crowbar Awards are NOT eligible.

Please refer to entry kit for the full category listing.

  • ADVERTISING
  • DESIGN
  • PHOTOGRAPHY
  • INTERACTIVE
  • FILM
ENTRY FEE
STANDARD FEE
S$30/ENTRY
ENTRY DEADLINE
FOR FILM
10th June 2013, 5.00PM
ALL OTHER CATEGORIES
17th June 2013, 5.00PM
Events
3 June – 14 August 2013

Would you like a chance to learn from experts in the local marketing industry? Keen on working in one of Singapore's most innovative F&B companies? Raring to see your marketing plan come to life?

If any of your answers is a resounding YES, hesitate no more and register now for the first-ever Breadtalk-Crowbar Marketing Challenge – a creative marketing challenge open to all tertiary students (diploma or undergrad) now!

Read more here.

Registration Period:

All registration forms must be emailed to crowbarmc@4as.org.sg by 2nd June 2013, 1159pm.

How to Register:

Download registration form here.

For further enquiries, please write to crowbarmc@4as.org.sg

15 – 16 August 2013

The Crowbar 24 Hour Advertising Challenge aims to push the creativity boundaries of students in a time-pressed environment and give them a first taste of the realities of life in an agency. In teams of 5, they will be given 24 hours to crack a live brief given by companies. The brief will be assigned to the teams and they will have access to mentors who are some of the leading creative directors in the industry. It will be a test of creative finesse and wits as they convene for a pitch 24 hours later. The team that emerges top will win a Crowbar Award. Participation in this challenge creates a good opportunity for the selected students to gain first-hand learning experience of working on a live brief alongside with veterans of the industry.

Event Venue:

The University of Adelaide – Singapore
Ngee Ann – Adelaide Education Centre
97 Tank Road Level 4 Teochew Building
Singapore 238066

Registration Period:

Completed applications must be handed to the school staff representative by 31st July 2013.

How to Register:

Download registration form here.

For further enquiries, please contact The 4As at 6836-0600 or email events@4as.org.sg.

13 August 2013

Industry practitioners will share how they overcame obstacles in their creative careers to achieve professional success. Students are given an intimate view of the workings in the advertising and creative world through these experts' eyes. As the theme suggests, a past Crowbar Winner will share their story as a result of their win at the Crowbar Awards.

Event Venue:

The Auditorium
NTUC Centre
One Marina Boulevard Level 7
Singapore 189989

Registration Period:

All registration forms must be received by 5th August 2013.

How to Register:

Download registration form here.

For further enquiries, please contact The 4As at 6836-0600 or email events@4as.org.sg.

20 August 2013
Event Venue:

The Auditorium
NTUC Centre
One Marina Boulevard Level 7
Singapore 189989

How to Register:

Download ticket order form here.

For further enquiries, please contact The 4As at 6836-0600 or email events@4as.org.sg.

FAQ
  • What is the nearest MRT Station to the 4As office?

    Clarke Quay MRT Station.

  • What is a campaign?

    A campaign is a theme series of ads for one product carrying the same concept throughout. In our reference, a campaign consists of no less than 3 and no more than 6 items.

  • What is an integrated campaign?

    In our reference, an integrated campaign refers to the use of various types of media using the same creative concept to deliver a consistent message in a campaign (e.g. Radio, bus-stop poster and newspapers) as part of one campaign for a product or service.

  • I have entered and won (Best of Show/Best of Category) in this competition before. Can I enter again?

    Yes, you can! Best of Show and Best of Category winners from previous Crowbar Awards are eligible. However, previously submitted entries are NOT eligible.

  • Can I make up a product or service for my ads?

    Yes, you can make up a product or service. It does not have to be a real company or brand.

  • Should I submit hard copies of my artwork?

    No. Hard copies of the artwork does not need to be submitted unless it is for Design categories B2 (Packaging) and B3 (Editorial Design). For these two categories, you may submit the original item.

  • Is there a limit to the number of entries I can send in?

    No, there is no limit to the number of entries you can send in. However, you have to pay for EACH entry submitted.

  • Why must I submit a short synopsis on my work?

    The synopsis provides you an opportunity to communicate the concept or purpose of your work to the jury panel, so that they gain a better understanding on the thought processes behind your idea.

  • Why must I submit RGB/Low res & Mid res and CMYK/High res files?

    RGB/Low red & Mid res files are required as only RGB files appear in the software used for Judging. CMYK/High res files will be used for printing of the exhibition posters, should your entry make it as a finalist.

  • Do I need to submit another set of files if I am entering the same work for the same category?

    No, you don't. Just indicate the same file name on the checklist. However, you will have to submit another set of files for the same work if you are entering it in different categories (e.g. For categories A01 and B01).

  • When will the results be released? Will the winners be notified?

    Results will be announced during the Awards Show (Date of Awards Show to be announced later). It will be available on the website or Facebook page after the Awards Show. We will inform the school of the shortlisted entries, NOT the winners so your lecturers will inform you. A list of finalists will be posted on the Crowbar Facebook. Please check the Crowbar Facebook page for updates.

  • Can we use images from the Internet?

    You may use Royalty Free stock images or images from the internet that are NOT copyrighted, but these entries should not be entered into categories that are judged on image itself (e.g. Photography, Illustration).

  • Must I be a final year student to enter this competition?

    No, you can enter at any level as long as you are a full time student in a school.

  • I am an overseas student and would like to take part in the Crowbars. What is the payment mode accepted?

    The preferred payment is a Bank Draft. Details of beneficiary can be found on the Payment Form. For Payment via Remittance, all bank charges including the remitting; corresponding and receiving banks are to be paid by the Entrant.

Sponsors
  • ORGANISED BY
  • OFFICIAL CREATIVE AGENCY
  • SUPPORTING MEDIA
  • EVENT SUPPORT
  • CROWBAR MARKETING CHALLENGE PARTNER
  • SUPPORTER
  • OFFICIAL MEDIA
  • SPONSORS
Organisers

Founded in 1948, The Association of Accredited Advertising Agents Singapore, better known as 4As, is a non-profit association which actively represents advertising, media and marketing communications practitioners, agencies and related businesses in Singapore.

Since then, the local advertising industry has evolved rapidly with the advancement of technology offering exciting new prospects for advertising and media, which among them include the internet, mobile/smart phones and social networking sites. Yet while the days where predominantly black and white media advertisements reigned have given way to modern-day full, living colour ones, the purpose of 4As remains the same.

Its key objectives are to elevate the stature of the advertising, media and marketing communications industry by providing a collective voice for the industry while at the same time, nurture talent and creativity. To fulfill these goals, the association works closely with key industry stakeholders, such as trade associations, educational institutions and government bodies.

Over the years, 4As has introduced a series of industry awards and annual events to recognise outstanding talents in advertising, media and related fields to motivate those in the industry to achieve greater heights. Prominent among them are the Singapore Creative Circle Awards or the Gong Show; the Students Creative Awards, affectionately referred to as The Crowbars; and the Singapore Media Awards.

Contact Us

If you have any queries about Crowbar 2013, please contact us at:

Association of Accredited
Advertising Agents Singapore
38A North Canal Road
Singapore 059294
Tel:+65 6836 0600 Email:events@4as.org.sg
JUDGES
ALI SHABAZ
Chief Creative Officer
Grey Singapore, Indonesia

Ali's career spans over twenty years across three markets, India, Middle East and Singapore. He's worked on various big brands that include Visa, HSBC, Sunsilk, KFC, FedEx, ICI Paints, Qatar Airways, Pizza Hut, SilkAir and Glaxo Smith Kline.

Under his leadership since 2010, Grey Singapore has won every international creative award and earned itself the number two spot in the creative rankings in Singapore.

Grey Jakarta, also under his leadership has risen to the third spot in the country's creative rankings.

During his earlier tenure at JWT Singapore, the agency emerged as the third most awarded office within the WPP network and the most awarded JWT office in the world.

A slew of awards - 14 Cannes Lions, Effies, Silver nominations at D&AD, One Show Pencils, Clios, Grand Prix at Media Spikes, Grand Prix at Ink Awards – have placed him firmly among the top creative leaders in Asia.

Ali has been ranked among the 10 " hottest" creative people in Asia by Campaign Brief and one of the top 10 ECD's in the region. He was honoured "Advertising Professional of the Year" by Institute of Advertising Singapore (IAS).

He's been voted one of the "Most Influential Creative Directors" in Singapore by IAS every year, since 2007.

Deng Yingzhi
Art Director
Grey Singapore

If Yingzhi's knees would let her, she would be an athlete, not an art director. Luck always favoured her on the field. So much so, that she went on to win a gold at the SEA games. But soon after, she decided to retire as she didn't want to embarrass herself competing with kids much younger than her. That's when she had her first tryst with advertising. Ogilvy Singapore took her in and that's where she grew over the next 4 years, working on brands like Coke, Huggies, Economist, Getty Images, Prudential, GE Money and Health Promotion Board. 2 years ago, she joined Grey Singapore, focusing more on digital work for clients like Panadol, Qatar Airways, ESPN and KFC. She is a Crowbar alumnus who had her first taste of fame as a student in 2006.

TROY LIM (HEAD OF JURY)
Creative Director
Ogilvy & Mather

Troy has hit Gold at Cannes, The One Show, Clios, LIAA and at IPA and Effies. He first made his mark within 2 years of his career when he was voted Best New English Copywriter at the Singapore Creative Circle Awards. This was followed with Gold Bullets at Young Guns as one of the world's top young creative talents.

Through the years, he has been awarded at Saatchi & Saatchi, Lowe and BBDO. His FHM campaign contributed to Ogilvy Singapore achieving 3rd position in the Cannes Agency Rankings in 2008, and was among the world's most awarded print campaigns of the year (The Gunn Report). The follow-up campaign picked up Gold again at Cannes.

Troy has been the Creative Director on Singapore Health Promotion Board, GSK and Prudential, picking up Effies and IPA Gold for HPB – the highest marketing effectiveness accolade ever awarded to a Singapore brand.

In 2012, industry peers voted Troy as one of "Singapore's Most Influential Creative Directors". He has been ranked by Media magazine and Campaign Brief Asia as one of the top 5 Creative talents in Asia.


JURIES

ArhChun Ngai  DDB Singapore
Ang Shengjin  Lowe Singapore
Adrian Yeap  DDB Singapore
Somjai Satjatham  TBWA
Kevin Joseph  Y&R Singapore

Jon Loke (HEAD of JURY)
Design

With more than a decade of experience in Advertising and Design, Jon has worked in some of the top agencies including Leo Burnett Singapore, Saatchi & Saatchi Singapore, Ogilvy & Mather Singapore and the renowned Mother London.

Throughout his career, Jon was lucky to have worked with some of the most talented creative, creating numerous heavily awarded campaign which were ranked among the world's best.

For the last 12 years, Jon has consistently won both national and international accolades for both creative and marketing effectiveness awards across different categories on all key agency brands including multiple hits at Cannes, D&AD, One Show, Clios, Communication Arts, Young Guns, ADFEST, Asian Advertising Awards (Spikes), AWARDS, LIA, AME, Effies and Singapore Creative Circle Awards.

Jon has served as a jury member for both International and Regional show including Cannes and ADFEST. He has also co-chaired the Crowbar Festival twice in 2008 and 2010.

Jon is currently Creative Director at Y&R Singapore


JURIES

Marcus Yuen  (Junior Art Director)  BBH Asia Pac
Khoo Menghau  (Art Director)  DDB Singapore
Shawnn Lai  (Creative Group Head)  Grey Singapore
Stanley Tan  Independent
Gian Jonathan  (Art Director)  Kinetic Singapore
David Stevanov  (Art Director)  Y & R Advertising

Low Jun Jek (HEAD of JURY)
Creative Director
Yolk, A Grey Group Company

Jek is the Creative Director and one of the co-founders of Yolk, a Grey Group company, one of Asia's leading interactive and digital media agency with over 30 employees headquartered in Singapore with offices in Malaysia, Indonesia & Thailand.

In the last 12 years, he has worked across various disciplines with numerous big brands in the region, including Adobe Asia, Lenovo SEA, Qatar Airways, GlaxoSmithKline, BMW Group Asia, Canon Asia, Asia Pacific Breweries, MSN SEA, and HBO Asia.

Over the years, Jek has led his creative team to receive numerous international awards, including the Webby Awards, the FWA, Creative Circle Awards, Asian Interactive Awards and Tokyo-Singapore DigiCon6+2. His work was screened at the Animation Film Festival in Latvia and Singapore, and he has also been featured in international and local publications, including Taschen's Flash Folio.

It is an honour to be invited to be the Head of Jury for the Interactive Crowbar Awards.

It has always been a great joy to see the work crafted by our next generation and I look forward to that.


JURIES

Clarence Chiew  Iris Worldwide
Jared Kang  (Art Director)  OgilvyOne Singapore
Mervin Ng  Y&R Singapore
Edwin Toh  Garage Interactive
Samuel Poh  (Creative Director)  Possible Worldwide

Jimmy Fok (HEAD of JURY)
Photography

Deeply interested in social evolution, Jimmy Fok is constantly intrigued by the reciprocal relationship between modern urban environments and its inhabitants. People interest him. Social developments excite him. Jimmy likes to consider himself as a thinking photographer. His restless mind is constantly in search of new ideas and possibilities.

As one of Singapore's most awarded advertising photographers, Jimmy Fok works have earned him numerous accolades, and some of his more recent ones include the prestigious Cannes Bronze lion 2012, Cannes Gold Lion Award and the Best of Show at the Creative Circle Awards (CCA), both in 2008, the Communication Arts Annual Photography competition, Clio, and One Show, among many others. But to him these are just past achievements.

His twelve years of experience in advertising has only made his desire for art stronger, looking for ways to express his inner most thoughts and opinions though his favorite and most familiar medium photography.

Jimmy loves to give back to the photography community and has been invited as guest speaker twice to the Singapore International Photography Festival was appointed Canon's ambassador for Powershot. He constantly teaches and gives talks at various Art schools as he believes in the importance in sharing his knowledge with the next generation of creative communicators.


JURIES

Michelle Tan  Tribal DDB
Theresa Chia  (Executive Producer)  Calibre Pictures
Tattoo Yar  (Head of Art)  Publicis Singapore Head of Art
Trevor Lim  Dentsu
Jimmy Lee  (Creative Director)  Cheil Communications
Eddie Wong  Saatchi & Saatchi

Desmond Tan (HEAD of JURY)
Film

Desmond started his journey at Two Oceans Film Company in 1999 right after graduating from Deakin University's Media Arts program, specializing in Film and Photography. From that point on, he spent the next 4 years producing and serving as First Assistant Director for regional and international commercial directors working on a wide array of international and local clients.

Five years on, he made the switch and became a Film Director and Creative Partner at the newly formed, Salt Films and went on to win Best New Director immediately at the Creative Circle Awards in 2006.

His commercials for Nike, Singapore Traffic Police, National Council for Problem Gambling have all picked up awards at local and regional shows, whilst others have been pulled off the air for being too controversial.

With the changing landscape of film production and advertising, he then started a new production house, KTV, enabling him to work on different media forms and content development whilst continuing with commercial work.

He believes that film should be a force for good in the world and has a great passion for education and the development of the film industry in Singapore. He lectures at art schools regularly and has also served as Jury Chairman for Film Category at the 2007 Crowbar Awards and as Jury at the same awards in 2009.