A team from Singapore Polytechnic were crowned the winners of the Crowbar 24 Hour Advertising Challenge.
Jointly organised by the Association of Accredited Advertising Agents Singapore (4As) and Singapore Press Holdings, the Challenge is a component of the annual Crowbar Awards that serves as a platform for budding young creative minds to break into the world of media and advertising.
The winning team, comprising Marcus Lim, Muhammad Izzul Islam bin Jumat, Junqian Liu, Francesca Fernandez and Kelly Tan Kai Li won $500 and a trophy at the prize presentation ceremony on Sept 26 at Zouk. They impressed the judges with their brilliant use of a non-apology apology for their campaign entry titled “We’re Sorry”.
This year’s challenge saw 84 participants from 17 teams who were selected by their respective schools.
Participating institutions included Ngee Ann Polytechnic, Singapore Polytechnic, Republic Polytechnic, Temasek Polytechnic, Nanyang Technological University, LASALLE College of the Arts and Nanyang Academy of Fine Arts.
The teams had to propose ideas on how STOMP can resonate even more with the youth. The students were mentored by established professionals from the creative and advertising sectors, who guided them through the entire challenge.
Commenting on how the Singapore Polytechnic’s team differentiated themselves from the competition, judge Mel du Toit, co-chairman and creative director of TBWA Group Singapore, said: “The winning work was refreshingly honest and different to most of the work submitted. There was some superb art direction and some students even managed to shoot films and conduct research groups, all in the space of 24 hours. Kudos to the Singapore Polytechnic's team for its winning effort.”
Agreeing on how the winning team differentiated themselves from the crowd, Mr Low Jun Jek, executive creative director of Grey Digital, said: “The work stood out from all the other entries. It was simple, bold and based on a strong insight. Although the idea they presented was primarily for social media, it had the potential for some really fun and creative works across both traditional and new media.”
Mr Azhar Kasman, editor of STOMP, said: “We wanted the participants to impress us by thinking out of the box and Singapore Polytechnic’s team not only did that, but also managed to deliver a subtle but very powerful message.”
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