19 teams take on 24-hour Crowbar advertising challenge for AsiaOne

SINGAPORE - A 24-hour deadline may seem crazy for most of us, but to some 90 students, it was a golden opportunity for them to vie for a chance at being the next wunderkind in advertising at this year's Crowbar Challenge.

These aspiring students from various advertising, design and marketing courses in Singapore, raced against the clock and battled fellow classmates to deliver the best 5-minute elevator pitch to a real-world client, news and lifestyle website AsiaOne.

Only seven teams were shortlisted to present their campaign proposals to a panel of judges consisting of editors from SPH Digital, and representatives from advertising firms DDB and Publicis, as well as Republic Studios.

Held over two days at Singapore Press Holdings, this year's Crowbar Challenge saw the participants' skills and speed being put to the test, as well as their creativity and ability to sell their big idea to the judges.

The 24-hour challenge is part of the Crowbar Awards, an annual event organised by The Association of Accredited Advertising Agents Singapore (4As). Three winners will be announced at an awards show on August 19.

Besides just fame and recognition from future employers and peers, the winning team will also walk away with $500 in vouchers and a Crowbar trophy made entirely out of chocolate.

According to CEO of 4As Bernard Chan, the chocolate trophy is a reminder to the winners to "enjoy the prize now, and move on to other things".