CCA 2007 campaign supports extinction

Singapore - Creative Circle Awards (CCA) is calling for entries with a Publicis Singapore created integrated campaign including a viral video that has been disseminated to the target audience of creatives via mobile.

The campaign appears online, in print ad, and on social media sites such as YouTube and Facebook.

Depicting bosses as 'dinosaurs', 'white-elephants' and 'deadwood', the campaign features the tag ‘Make them extinct', and is a challenge for creatives to make their bosses obsolete and at best drive them to the brink of extinction.

Calvin Soh, VC & CCO Publicis Asia said of the use of the viral mobile platform for this campaign, "Every one is talking digital. But digital is old news. Mobile will be the future. My attitude is that Singapore must be an early adopter and who better to showcase this than the 4As? The message in itself is to instill self belief and confidence in the young talents that it is their job to challenge the establishment. That is the only way that we can move on. In other words I am looking for my replacement."

The CCA or as industry folks call ‘The Gong Show' will be held on the 29^th of November.