KUALA LUMPUR: Hakuhodo took centre stage when it bagged the Agency of the Year award with three Gold, two Silver, 10 Bronze and 10 Merit awards for a total of 150 points at the recent Kancil Awards 2018, Malaysia’s most celebrated creative excellence awards competition.
At the same event, Leo Burnett Kuala Lumpur came second with five Silver, 13 Bronze, 13 Merit awards and 141 points, followed by Naga DDB Tribal in third place with three Silver, 12 Bronze, 21 Merit awards and 132 points.
QSR Stores Sdn Bhd was named the Advertiser of the Year, while Reprise took home the Golden Kancil for their “The Other Sanders” campaign.
Themed “Celebrating Humanity in Creativity, Technology, and Culture”, the re-fashioned Kancil Awards have been simplified into channel-based categories, with special awards introduced this year to reward impact, public service work, cultural insights and innovation.
The Kancil for Good, a new award which focuses on purpose-driven creative ideas that has a positive impact on community, was awarded to Grey KL for their outstanding work on the “Unforgettable Bag” ad for Tesco.
Production House of the Year, another new category, was awarded to Directors Think Tank.
Chevie Law emerged the winner of “The 666 Young Director’s Challenge” with a script called “In Memories”.
A new initiative introduced this year, the challenge saw aspiring film directors submitting scripts for a 6-minute film, with a chance to have their work produced for free by one of 6 production houses.
The Young Kancils 24-Hour Challenge named Carolyn Chow, Shrny Chin and Hilmi Muzzy from Dentsu LHS as the winners for their work on a brief for an Instagram-centric campaign focused on Grab drivers.
The One Academy took home four Golds for the Student Kancil x Scoolers Awards, a creative challenge that showcases students’ work against a professional barometer.
This was followed by Raffles College of Higher Education with two Gold Awards. A special award was given to IACT College for best use of cultural insight with their project called “Kuih and Cherki”.
“Creativity goes far beyond the confining filters of Ad-land, and sometimes can lose the human touch. This year’s Kancil Awards aims to bring back humanity as the center of creativity by rewarding creative excellence that is meaningful and compelling, which in turn becomes impactful,” 2018 Kancil Awards creative council chairman Alvin Teoh.
Association of Accredited Advertising Agents Malaysia (4As) Malaysia president Andrew Lee said while the Kancil Awards celebrated creative excellence, industry players neeed to think about their roles in marketing - how to use creativity to sell products for clients – and to take a step back in reassessing how to create meaningful connections through content that resonates.
Organised annually by 4As, this year’s Kancil Awards closes the inaugural Kancil Creative Festival - a two-day creative festival assembling brilliant minds from different disciplines and industries to celebrate humanity as the focus of creative excellence.