Malaysian Kancil Awards 2012
By Raymond Ng, creative director, Draftfcb Malaysia
An award show is only as good as its jury. This year’s Kancil Awards in Malaysia had a lineup that was nothing short of amazing: David Guerrero (BBDO Guerrero), Elvis Chau (JWT Shanghai), Joji Jacob (DDB Singapore), Kevin Lee (Leagas Delaney Shanghai), and Fumitaka Takano (ADK Tokyo). Great minds and also a great bunch to hang out with.
Anyway, here are my observations after three grueling days of judging. With a record number of entries, I was expecting to see some truly inspiring work. But on the first day of judging, I quickly realised that Malaysia had a long way to go. The work being produced was still very traditional. There was no innovation or any breakthrough ideas. Narrowing the entries down to a strong shortlist was tough. In the Cyber category, the highest award given was a mere Bronze. While the often-neglected radio category gave away a Gold. That raised another concern for me. It appeared that the majority of the digital work that Malaysia was producing focused more on aesthetics rather than ideas. It’s a mindset we need to reverse or we’ll be left even further behind than where we are now.
In the end, "Best of Show" went to Penguin Books by Y&R. Kudos to the team for their beautifully crafted work. Draftfcb Malaysia also performed fairly well. We picked up 12 awards and were ranked 8th in the overall agency ranking (in 2011 we were in 18th place). A great job by the local Draftfcb team who worked tirelessly over the past year to produce some truly inspiring work.