2013 Kancil Awards entries reflect a move to non-trad touch points

ASIA-PACIFIC – October 22, 2013 – This year’s Kancil Awards entries show a shift from traditional to non-traditional touch points, according to jury chairman Gigi Lee, executive creative director of Y&R Malaysia.

"Advertising has moved from traditional print to diversify touch points, such as activation, digital and mobile or innovation. The trend is no longer just based on a media that talks to mass but instead to have ideas or solutions to engage consumers," Lee said.

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Copy and Radio jury was led by Merlee Jayme. (From L-R: Merlee Jayme, Gavin Hoh, Iska, Szu, Edward Ong, Gigi Lee, Donevan, Janet Lee, Sathi and Christie Herman)

The awards this year feature an expanded Mobile category, as well as new categories: Entertainment and Branded Content, Activation, and Innovation.

Lee shared that this year’s crop of entries had varying strengths, but were generally original, engaging, and inspiring.

4AS creative council deputy chairman Edward Ong, executive creative director of Rapp Malaysia echoed Lee’s sentiments, saying, "I thought it was a good show. There were some work that clearly stood out – which made our jobs much easier."

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Print/ Outdoor jury was led by Yang Yeo, JWT China. (L-R: Henry Yap, David Sin, CK, Seong, Yang Yeo, Pann Lim, Kok Keong, Mun and Gavin Simpson)

Like Lee, Ong pointed out the move to non-traditional mediums in this year’s batch of entries.

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"Granted, there are still exciting ideas in print, but the work needs to evolve, it needs to quickly reinvent itself," he said.

"Activation and Promotion are showing great potential. Traditionally, we’ve seen very little ideas in this area. Only a few agencies were doing the kind of work that you want to tell others about. However, from what we saw at the Kancils, agencies are upping their game – bringing Activation and Promotion into exciting new areas, new territories and I think it’s definitely a good sign for the industry," he added.

Ong said, "Some of our best ideas come from Innovative use of Media. It’s a surprise but a good surprise, nonetheless. This was the last category we judged, and just when you thought you’ve seen everything – the work turns your world upside down! Sure am envious of what we saw. I wish we did a lot of the work that won. It’s good learning for all of us, and it shows our industry is evolving, and headed in the right direction."

This year’s awarding will take place on November 8 in Kuala Lumpur.