Best Advertising Integrated Ad Campaign

We launched the campaign with a mini-documentary of six-year-old Billy Lee, the world’s first advertising child prodigy with an IQ of 207. The online video shows his life, his inspirations, and his genius – leading viewers to the official Crowbar Awards website, which incidentally, has been transformed to his personal online shrine. There, students can join a fan-club full of top creative directors, bribe him from joining the Crowbars by offering him gifts or pledges, and even buy his rejected ideas on Ebay (for $1500). The organisers also followed up with a press release, announcing this year’s competition as a foregone conclusion. The campaign also created to unprecedented online chatter that includes a blogger’s plot to assassinate the precocious child prodigy. The big idea? “Beat Billy. They’re getting younger and better.”

Contributors:

Executive Creative Director:	Victor Ng
Copywriter:	Victor Ng
Art Director:	Jon Loke
Interactive Art Directors:	Robert Upton, Brian Leong
Editor:	Yong (VHQ)
Film Director :	Ellery Ngiam (The Shooting Gallery)
Sound Engineer:	Stuart Newman (Yellowbox Studios)
Retouching:	Lay Leng (Procolor)

EURO RSCG SINGAPORE

Location: Singapore