Challenge

Reignite interest in The Crowbar annual advertising and design awards. Aiming at schools, students and agencies, the task was to create an integrated call-for-entry campaign for entrants to submit their work and firmly re-establish the Crowbar Awards at the top of their minds.

Solution

We created the world’s first advertising child prodigy, Billy Lee and seeded out a mini documentary about this boy genius online. This was followed up with an official release declaring the winner of the Crowbar’s a foregone conclusion. Visitors to the site were directed to Billy’s homepage. On the site, students could join a fan club for industry creative directors to bribe him with gifts or even buy Billy’s rejected ideas on eBay.

For more information contact:
Euro RSCG 4D Singapore
+65 6317 6600