In creative shootouts across Asia, Kancils pose the most elusive of targets for our Malaysian counterparts. Twenty years to date, the Kancils, formerly 6As, upholds the most stringent of standards for creativity. Formed under the stewardship of the 4As or the Association of Accredited Advertising Agents of Malaysia, the awards show is heralded as the most prestigious Malaysian accolade of all. Here are some this year’s big Kancil winners.
Agency of The Year: Saatchi & Saatchi
Advertiser of the Year:
Olympus (Malaysia) Sdn Bhd
Chairman’s Award:
J. Matthews, Lee Kok Leong
Kancil Platinum Award: The Star
Saatchi & Saatchi dominated the 2007 show, bagging most of the Silvers and Bronzes in the traditional advertising media category. Unfortunately, O&M Manila’s former executive creative director did not figure in the credits for O&M’s wins.
Golden Kancil:
Compass Interactive,
Nike Jangan Togel web site
A first-timer at Kancils, Compass Interactive is a small digital agency that brought M&C Saatchis’s Jangan Togel concept to online space. Meant to target FTC or Football Crazy Teens, it was promoted through online ads at local football sites and blogs. It was sustained through blogs, and the comic arts execution was applied to engage the target.
Fearless Idea of 2007: BBDO Malaysia, Olympus μ770SW-Washing Machine
The task was to harp on the shock-proof and water-proof features of the camera.
To demonstrate, the team placed the camera in a washing machine.
If the market could see how it withstands being knocked around inside the tub, then they’ll generate credibility for the product’s claims. Wanting to take the demonstration an extra mile, the team did the demonstration in front of a live audience at a camera fair.
Gold Print: JWT, Bacon
A very simple execution showing a strip of bacon devoid of fats to push Kimberly Clark Scott Towel’s effective grease absorbency. The visual is well supplemented by the one-liner “Live Fat Free.”
Gold Print:
Saatchi & Saatchi,
Breast Cancer Welfare
Association
Employing subtle scare approach, this print execution containing an enumeration of activities or practices that increase your cancer susceptibility engages readers, and changes their behavior and perception in the most effective way.
Gold Poster:
BBDO/Proximity, Cyclist
The cyclist’s ridiculously long hair, indicating his non-stop cycling succeeds in showing the energy boosting benefit of Snickers. The line harping on the product benefit is quite effective in aiding the visual.
Silver Outdoor:
Euro RSCG, Strong Tape
The strips of gigantic packaging tape holding the board in place is more than convincing of the tape’s adhesion and strength. A powerful demonstration of the product benefit that sparks up conversation among passersby—that Penline art supplies carry the most durable art supplies.
Jury chairmanship this year belonged to award-winning Edmund Choe, executive creative director of Saatchi Malaysia. A true blue, Saatchified creative, Edmund lorded it over in shows like Media Marketing Awards, AdFest, Clio, D&AD, One Show and Cannes Lions.
The Illustrious jury was composed of Rowan Chanen, creative director at Y&R Singapore; Farrokh Madon, regional creative director at Mccann Erickson Singapore; Scott Witt, creative director at Droga5 New York; Mike Schalit, creative chief officer of BBDO South Africa; Hwa, deputy chairman/executive creative director at McCann Erickson Malaysia; Adrian Miller, executive creative director of Saatchi&Saatchi Kuala Lumpur; Edwin Leong, creative director at JWT Malaysia; Daniel Comar, executive creative director of O&M Malaysia; and Ronald Ng, executive creative director of BBDO Malaysia.
