Crowbar Awards 2017: Winner's Workshop

James Keng Lim
Creative Director, Hakuhodo Singapore
Crowbar Awards 2017: Chairman

COPYRIGHT 2017 CROWBAR AWARDS.. ALL RIGHTS RESERVED
IT’S A COMPETITIVE BUSINESS.
CREATIVITY ALONE ISN’T ENOUGH.

THE NEXT GENERATION OF
CREATIVES NEED TO BE MANY THINGS.

YOU NEED
TO BE…
…CREATIVELY
ORIGINAL.

ENTREPRENEURIAL AND INNOVATIVE.

KNOWLEDGEABLE OF
DIFFERENT PLATFORMS.

COMMERCIALLY BUSINESS-SAVVY.

TELL STORIES.

• Started in 2001
• Leading award show for budding creatives to showcase best ideas
• Over 1000 entries from local, regional and international tertiary
institutions
• Entries from the US, UK, Australia, Germany, New Zealand,
China, Hong Kong, Malaysia and Singapore

FAIRY TALES DO COME TRUE.

CROWBAR 2017.
A CELEBRATION IN ALL ITS GLORY.

CATEGORIES
ADVERTISING
• Activation
• Advertising For Good
• Direct Marketing
• Film
• Integrated
• Outdoor
• Radio
• Poster
• Print
• Art Direction
• Design
• Illustration & Graphic
Design
• Photography
• Typography
• Writing
BRANDING
• Activation
• Below-The-Line
Collaterals
• Business Proposal
• Branding For Good
• Corporate & Brand
Identity
• Editorial Publication
• Packaging
• Art Direction
• Design
• Illustration &
Graphic Design
• Photography
• Typography
• Writing
DESIGN
• Corporate & Brand
Identity
• Book Design
• Design For Good
• Logo Design
• Editorial Publication
• Mobile Applications
• Spatial & Experiential
• Packaging
• Point-Of-Sale
• Product Design
• Others
• Website & Microsite
• Art Direction
• Design
Design
• Photography
• Typography
• Writing
DIGITAL
• Applications
• Digital For Good
• Digital Billboard
• Digital Installation
• Integrated
• Mobile
• Online Advertising
• Online Film
• Social
• Web Banner & Rich
Media Ads
• Animation & Motion
Graphics
• Art Direction
Design
• Photography
• Soundtrack & Music
• Typography
• User Experience
• User Interface
• Writing
FILM
• Branded Film
Content &
Entertainment
• Film For Good
• Documentary
• Music Video
• Online Film
• Short Film
• Animation
• Art Direction
• Directing
• Editing
• Cinematography
• Scripting
• Soundtrack &
Music
• Visual Effects
INNOVATION &
TECHNOLOGY
• Activation
• Applications
• Games
• Integrated
• IT For Good
• Mobile
• Product
• Social
• Weasel Technology
• Animation &
Motion Graphics
• Art Direction
• Design
• Illustration &
Graphic Design
• Photography
• Typography
• User Experience
• User Interface
• Writing

STELLAR LINE-UP OF JUDGES
James Keng Lim
Chairman
Head of Jury, Advertising
Creative Director
Hakuhodo
Alfred Wee
Co-Chairman
Head of Jury, Innovation &
Technology
Creative Director
McCann
Primus Nair
Head of Jury, Branding
Executive Creative Director
BBDO
Bruce Watt
Head of Jury, Design
Regional Creative Director
Y&R
Nick Handel
Head of Jury, Digital
Chief Executive Officer
MRM//McCann
Gary Tranter
Head of Jury, Film
Founder &
Group Executive Creative
Director
Arcade
CROWBAR JUDGES 24-HOUR CHALLENGE
JUDGES
Jaclyn Lee
Head of Planning
Isobar
Jin Ooi
Business Director
ex-Dentsu Aegis
Richard Tan
Director
Tangent
James Keng Lim
Creative Director
Hakuhodo

Larries Ng
Crowbar Advertising & 
24-hour Challenge Winner 2016
Junior Art Director
TBWA
Daphne Boey
Associate Digital
Director
Hakuhodo
Cedric Dias
Head, Digital & Social
Media Marketing
OCBC
James Keng Lim
Creative Director
Hakuhodo
WINNER’S WORKSHOP SPEAKERS

WINNERS WILL EARN 3-6 MONTHS’ INTERNSHIP
WITH AGENCIES AND CLIENTS.

DON’T FORCE AN INTEREST.
PASSION CHOOSES YOU

STRUGGLE. IT IS A PART OF NATURE

JAMES KENG LIM

JAMES KENG LIM
JUDGE
Chairman, Crowbar
Head of Jury, Crowbar
New York Advertising Festival
Creative Circle Awards
Google Creative Awards
Crowbar Challenge
CREATIVE AWARDS
D&AD
Cannes
One Show
Clio
London International
New York Advertising
Art Directors’ Club, New York
Communications Arts US
MEDIAAsia
Asia-Pacific Adfest
Asia-Times
Asia Travel & Tourism
Singapore Creative Circle
Singapore Outdoors
Mob-Ex
Asia Interactive
Malaysia Kancils
Malaysia MC2
MARKETING &
EFFECTIVENESS AWARDS
Singapore Effectiveness (EFFIES)
Marketing Effectiveness (MEA)
Marketing Magazine (MARKies)
Asia-Pacific Marketing (APPIES)

IDEAS ARE CURRENCY
OF THE NEW ECONOMY.

CREATIVITY ISN’T A
BIRTH RIGHT;
IT HAS TO BE EARNED.

• CREATIVELY ORIGINAL
• ENTREPRENEURIAL & INNOVATIVE
• KNOWLEDGEABLE OF DIFFERENT PLATFORMS
• COMMERCIALLY BUSINESS SAVVY
• TELL STORIES
• LET PASSION CHOOSE YOU
• ACCEPT STRUGGLES AS A WAY OF LIFE
• BUILD ON IDEAS BANK
• WIN CROWBAR
SUCCESS TIPS

Larries Ng
Junior Art Director, TBWAGroup Singapore
Crowbar Awards 2016: Best of Advertising & 
24-hour Advertising Challenge Gold Winner

THE VERY HUNGRY
CATERPILLAR
AND ITS JOURNEY TO THE CREATIVE FIELDS

WHO IS THIS
CATERPILLAR?

THE CHOCOLATE
CROWBARS

TapChat

WHY…
It needed a twist.

Do your research and know what’s out there.
It pays by saving your hours.

We also took part in the 24h Challenge
and scored…

NOTHING.

but…
We got a taste of what its like.

Sometimes you win, sometimes you learn.  
No matter what, ALWAYS STAY HUNGRY.

THE HUNGRY STOMACH

You reap what you sow.

“You can’t wait for inspiration,  
you have to go after it with a club.” 
 
– Jack London

Frame 1 [7s]: Frame 2: We have nothing
Frame 3: but space. Frame 4: <Brand Logo>

Think different.
Don’t go with the flow.

Accumulate your ammo.
Don’t put all your eggs in one basket.

Join the 24h Challenge!

MAKING YOUR  
FAIRY TALES COME TRUE

Quality and Quantity.

Pick the right team.

Get critiques. Be open to criticism.

Tap into your Alumni.

Don’t be afraid!!!

Keep it simple stupid.

LIFE AFTER CROWBARS

CRAZY deadlines.

CRAZY budgets.

Not so CRAZY clients.

Go CRAZY!!!

And stay hungry.

Daphne Boey
Associate Digital Director, Hakuhodo Singapore

Once Upon a Time…

Making Your Own Happily
Ever Afters

The story comes first…
• It’s not about jumping on the next Big
Thing or tech launch available
• Doing so may make us lose sight of our
purpose
• We are storytellers –ultimately,
emotionally affective stories help
clients sell their brands

…but technology is the close second
• It’s about keeping up with technology
so as to build up your arsenal of
‘creative tools’ to use
• It’s about keeping up with advertising
technology, to know how your creative
ideas are translated into platforms
• It’s about broad stroke technical
knowledge, because it helps you think
out of the box
• It’s about giving new life to old tech

Dynamic Mobile Ads: McDonald’s
https://www.youtube.com/watch?v=Hzgr7Rwv5Hc

Technology: Tiger Air Ink
https://www.youtube.com/watch?v=gPsSBiDUXzc

Old Tech, New Life: Coca Cola Message in a Bottle
https://www.youtube.com/watch?v=S5kU_u9Ryrs

Data is your best friend
• Everything that you do online is
trackable: how long you spend, how
often you come back, even the parts
that you spend most time/effort on
• It’s getting real-time feedback – so use
it

Don’t be afraid to fall
• Moore’s law: speed of technological
advances will increase exponentially
• By default, you will lag behind
• So ask questions, and don’t be afraid to
not know the answers to everything

it’s the people that you have around you that counts
But above all,

Cedric Dias
Head, Digital and Social Media Marketing, 
OCBC Singapore

CEDRIC DIAS

The Iceberg

The Iceberg
Attitude is a hypothetical
construct that represents an
individual's approach to a
particular situation.

Hence The Iceberg
VALUES – STANDARDS – JUDGMENTS
ATTITUDE
MOTIVES – ETHICS - BELIEFS
BEHAVIOUR
KNOWLEDGE & SKILLS 10%
90%
KNOWN TO
OTHERS
UNKNOWN
TO OTHERS

What WORD Can You See?

Who Do People Want To Work With?
KNOW HOW TO
HAVE FUN
GET SHIT
DONE
DREAM
BIG
PEOPLE I MOST
ENJOY WORKING
WITH

Clients Like To Work With…
Positive People
Go the Extra Mile
Add Value (Learning)

The Parable Of The Oranges

No Great Talent Without GREAT Willpower
The difficult can be
done right away.
The impossible will take
only a little longer.

Nothing Great Was Ever Achieved By Sitting Still

My Story — Taking A Chance

Aim High
‘It is better to fail aiming high than
to succeed aiming low. And we of
Spurs have set our sights very high,
so high in fact that even failure will
have in it an echo of glory.’
- Bill Nicholson

Crowbar Awards 2017: Winner's Workshop

Crowbar Awards 2017: Winner's Workshop

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