Brief Explanation

The Singapore Crowbar Awards is a regional advertising and design competition for students. The objective is to challenging students to submit their best work with an integrated call-for-entry campaign. We launched the campaign with a mini-documentary of six-year-old Billy Lee, the world’s first advertising child prodigy. The online video leads to the official Crowbar Awards website (now a shrine to Billy), where students can join a fan-club full of top creative directors, bribe him from joining the competition and even buy his rejected ideas on Ebay. A follow-up press release hailed Billy as the clear winner – before the event even happened. The big idea? Beat Billy. They’re getting younger and better.