Alfred Wee CD at McCann Worldgroup and Crowbar Co-Chairman tells his own fairy tale

Alfred_Wee.jpgAlfred Wee, Crowbar Co-Chairman and Head of Jury (Innovation & Technology) and his merry men.

"I like to think we are all living in a fairy tale," says Wee (pictured). "We tell stories all the time; we share our daily adventures, we celebrate someone's special moment and even sympathise with other's misadventure. There are truths in fairy tales especially in our business - an idea unfolds and reveals a meaningful story for our clients' brand. And now, more than ever, we can tell them beyond books. Our digital narratives are boundless and limitless."

In line with the "Fairy Tales Do Come True" theme of Crowbar 2017, the Wee has his own fable to tell.

"I had an accident many years ago. I didn't just break my femur; it broke my spirit," adds Wee. "The recovery was long and I thought I'd never walk again."
Not only did he recover and regain full control of his movements, Wee also rose to achieve all the things he wanted. He ran his independent startup that offered bespoke advertising and digital solutions for clients, completed his Masters Degree with Hyper Island for Digital Management, and is now at McCann Worldgroup, with an array of creative advertising, mobile and marketing innovative awards.

Joining Wee are his merry men of co-judges for the Innovation & Technology discipline: Paviter Singh (Partnership Developer, Hyper Island), Yeo Pang Jin (Temasek Polytechnic, Course Manager), Edward Ng (Dentsu, Senior Art Director), and Keith Lim (Hearti Lab, Founder, CEO).

James Keng Lim, Crowbar Chairman 2017, said, "The world is evolving. The audience now has infinite avenues to consume product literature, be entertained, and enjoy a rich interactive experience with the community. The challenge is how we stay relevant and use technology and innovation to amplify the brand stories we want to tell. I am excited that Alfred has assembled such a stellar cast to co-judge the category with him. Crowbar 2017 will be epic. With a holistic approach to communication, students from all faculties can participate to showcase their creative talents and make their fairy tales come true."

From its commencement in 2001, the Crowbar Awards has since become a leading award show for budding creatives to showcase their best ideas. The show now attracts over 1000 entries from local, regional and international tertiary institutions. This includes entries from the US, UK, Australia, Germany, New Zealand, China, Hong Kong, Malaysia and Singapore. This year, Crowbar has opened up to attract a wider range of categories entries, spanning across disciplines such as Advertising, Branding, Design, Digital, Film, Innovation and Technology, and will be judged by leading industry creatives, clients, and specialists.

The Crowbar Awards is organised by the Association of Accredited Advertising Agents Singapore (4As).

Crowbar call-for-entry is open to students of all faculties in local and overseas institutions. Details for The 24-Hour Challenge will be announced in August.


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