The Crowbar Awards
Fighting Fish
Background
Organised by the Association of Accredited Advertising Agents Singapore (4As), the Crowbar Awards is an annual creative competition for students to showcase their best works and to learn from their peers. Launched in 2001, Crowbar’s mission is to develop and nurture creative talents to ensure a sustained high standard of creativity in Singapore. The Crowbar Awards is a rich hunting ground for fresh talents, and winners are sought after and quickly hired by agencies.
Strategy
Born and bred for fighting, siamese fighting fishes have to be separated at birth. Similarly, participants in the Crowbar Awards have a fight on their hands. We decided to use the fishes themselves as the centrepiece of our call-for-entries campaign.
Creative
We created an integrated campaign featuring an installation, website and DMs. The installation was made up of 40 siamese fighting fishes placed at creative education institutions, graduation shows and design bookstores. Arts and design students initiate the ‘fight’ by pulling out the Crowbar Awards entry card strategically positioned between the jars. When removed, the fishes see their rivals and gets ready for a fight.
