Are you more creative than a six year old?

Singapore - The Association of Accredited Advertising Agents (4As) Singapore, organisers for this year's Crowbar Awards, have challenged young creatives to beat ‘Billy Lee', a genius contender for the awards.

The child prodigy, portrayed with a snobbish attitude and an IQ of 207, fronts a campaign creatively executed by Euro RSCG, to push young talent to enter the Crowbars and do better to "Beat Billy".

"Like athletes, politicians and managing directors, creative practitioners are getting younger and better. These hungry young ones get everyone else to constantly look over the shoulder. Billy Lee is the epitome of youth, talent and ambition - which is what the Crowbars are looking to unearth every year," Victor Ng, creative director for Euro RSCG and Crowbar 2008 chairman, said.

According to co-chairman and fellow Euro RSCG CD Jon Loke, the campaign will be publicised through eDMs and direct marketing, posters, viral smses, YouTube and "you can even buy Billy's rejected ideas on Ebay".

The campaign website, www.beatbilly2008.com is Billy's blog, which features a short documentary on the ‘life' of Billy Lee, including of a tongue-in-cheek line by Lee that shows his intentions to sweep off the competition and win a Grand Prix before his 10th birthday.

The Crowbar Awards highlights the best emerging talent in creative communications and design. It is an annual platform for emerging young creatives to showcase their works and learn from their peers.