The two winning teams with the best ideas from the recent Crowbar Breaking In Workshop presented their ideas to Out of the Box (OOTB), the distributing company for Anything and Whatever. Both ideas were well liked by OOTB and will be incorporated in the next Anything and Whatever campaign, and OOTB will fly both teams to Bangkok to witness the filming of the TVC, where their ideas will be used in the commercial.
The Breaking In Workshop, held in August, began with a lecture followed by a live briefing session, which participants were asked to answer within one and a half days. The Advertising workshop participants were given a brief on the drinks Anything and Whatever .
The Advertising workshop judges noted that many of the ideas were brilliant, hence decided on recognizing two teams for the most outstanding idea, Lester Lee and Stefany from Singapore Polytechnic; Jonathan Ong and Tan Thye Chuan from Temasek Polytechnic.
Jonathan and Thye Chuan presented their idea where the campaign makes use of an individual – Ming Mei Yeo – to be a representative of the brand and its core value, randomness.
Ming Mei Yeo's role is the link between the brand and its consumers, promoting the positive side of a random lifestyle. As a person who never knew what to do with his life, his journey begins after he was discovered and recruited as a General Manager of Anything and Whatever .
Undecided of what decisions to make as General Manager of the company, he asks for opinions from the consumers to help him decide what to do next. The advertising campaign is integrated with the latest and most relevant medium, the Internet, as consumers are allowed to interact with the campaign through different elements such as the online suggestion poll and Ming Mei Yeo's blog, which will appear as the campaign develops, where people can communicate with him and post their comments.
Other mediums, such as print, TV commercials, radio and ambient advertising will also take important roles in the earlier stage of the campaign, as well as follow-ups to keep the consumers aware of the campaign.
Lester Lee and Stefany from Singapore Polytechnic created the tagline “Don't Think, Just Drink” to be incorporated throughout the proposed campaign for a period of 3 months.
Other than the usual TVC and print ads, they proposed the ads to be in the form of stickers, T-shirts and vending machines as well. The new campaign is intended to serve as an extension from the previous campaign.
“Overall, the Breaking In Workshop taught us invaluable lessons that rarely come by and was indeed an eye-opening experience for all!” said Lester and Stefany.
This year the Crowbars evolved into a 3-day festival with the launch of the Breaking In Workshop which covered Advertising and Design; providing students an opportunity to be mentored under 14 leading creative practitioners from Singapore and the region.
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