Dentsu Utama named Agency of the Year and Fishermen Integrated bags the Golden Kancil trophy for best of show at Kancil Awards
Now in its 37th year, the Malaysian Kancil Awards this year aimed to celebrate the impossible with its theme “Deervid vs Golion: Find a Different Way to Fight”. The theme reiterates the importance of creativity; the biggest idea can come from a junior executive or the smallest agency as long as they promote ingenuity and imagination. The theme also depicts Malaysia as a nation that is constantly striving to be the most creative against other nations in the international arena.
This year there were 19 entry categories and 76 sub-categories for the Kancil Awards.
It was a big night for Dentsu Utama who were named Agency of the Year following a haul of awards that included 12 Silver and 64 Bronze awards. New start up agency Fishermen Integrated bagged the top award on the night – the Golden Kancil Award for “Kucing Happy” for BSN Bank. Fishermen Integrated also won the most Gold awards with four. BSN took out the other big award, winning the Advertiser of the Year award. Overall only 6 Gold trophies were awarded, four of which went to Fishermen Integrated and singles to Y&R and TBWA. Y&R were runner-up for Agency of the Year.
View Kancil Awards Medal Tally: Kancil Awards Medal Tally.pdf
View Kancil Awards Winners List: Kancil Awards Winners List.pdf
View Kancil Awards Student winners: Kancil Awards Student winners.pdf
The organising committee received a total of 916 entries from the 4As member agencies.
Kancil Awards also introduced two new categories this year – Young Kancil and Kancil for Good. The Young Kancil Award seeks to attract and celebrate fresh advertising talent, while the Kancil for Good Award rewards advertising agencies whose work made a positive impact in consumers’ lives.
14 teams, each comprising three members with less than two years of experience in advertising and/or marketing communications, signed up for the Young Kancil 24-Hour Challenge. The teams were tasked to create an advertising campaign within 24 hours based on a brief given by a client. The winners were a team from TBWA.
“Kucing Happy” (which means ‘Happy Cat’ in the local language) is a social media engagement campaign created for BSN, in which a cat, designated as the bank’s “Chief Happy Officer”, is tasked to make people happy by granting their wishes made through Twitter and Facebook. The results of their wishes – delivered in six episodes by the cat with a tongue-in-cheek script and voiceover – were then posted on Facebook and YouTube.
The videos garnered over 1.5 million views, and increased the bank’s Facebook engagement rate by over 500 percent. During the campaign, the bank saw a 32-fold increase of new accounts opened, and a 62 percent increase of new credit card sign-ups.
Fishermen also won the inaugural Kancil for Good Award, which recognises the agency that created a positive impact in consumer lives. The Sama-Sama video that won the award asked Malaysians to submit song lyrics via social media that celebrated the country’s unique culture. Selected lyrics would be then “performed” by the Kucing Happy cats to the tune of Freedom’s 1987 song, Mulanya Di Sini.
Aside from those prestigious awards, Fishermen and BSN reeled in four out of the night’s six Gold awards for:
Entertainment & Branded Content in Digital – Kucing Happy
Best Use Of Social Media in Cyber – Kucing Happy
Best Use Of Social and Digital in Direct – Kucing Happy
Entertainment & Branded Content in Music – Kucing Happy
There were six international jury judges and 21 local jury judges on the jury panel this year.
Organising Chairman:
T. Renganathan
Jury President:
Tan Kien Eng, Creative Council Chairman
International Jury Judges:
Ali Shahbaz – Grey Singapore
Eddie Azadi – Google APAC
Laurent Thevenet – R/GA Singapore
Sompat Trisadikun – Leo Burnett Thailand
Thomas Kim – Playground Korea
Santosh Padhi – Taproot India
Local Jury Judges:
Adam Miranda – Fishermen Integrated
Choo Chee Wee – Ogilvy & Mather
Chow Kok Keong – Dentsu Utama
CK Tan – Ogilvy & Mather
Donevan Chew – Ogilvy & Mather
Ezra Foo – Havas Worldwide
Gavin Hoh – McCann-Erickson
Gigi Lee – Y&R Malaysia
Graham Drew – Grey Worldwide Kuala Lumpur
Hor Yew Pong – BBDO Malaysia
Iska Hashim – Leo Burnett
Joseph Lee – Lunch Communications
Mehdi Lamloum – Geometry Global
Nick Gordon – FCB
Richard Irvine – McCann-Erickson
Sa’ad Hussien – TBWA Kuala Lumpur
Sathi Anand – Saatchi & Saatchi Worldwide
Yee Wai Khuen – M&C Saatchi
VJ Anand – TBWA Kuala Lumpur
Woon Hoh – Hakuhodo Asia Pacific
Zaidi Awang – Lowe and Partners
8 Comments
Haters gonna hate on “Kucing Happy”.
Yes, it’s a tad too close to this:
https://www.youtube.com/watch?v=Rok5csgGv2E
But it’s a big, real campaign for a bank client.
Cannes? Nope.
Results? Yep.
The execution does resemble the Old Spice ad of Mr Wolfdog. But I believe the idea stems from something else and further back. It’s based on a comic strip by Tom Fonder called Business Cat.
http://www.businesscat.happyjar.com/
Not taking anything away from Fisherman and their win tho. Whatever sells, works. And whatever works eventually wins I guess.
If this standard is their latest best of show. We don’t have to waste time checking out the rest of the country’s winning work.
@ World Class
And what delightful selection of scams would you prefer to be served instead?
How many Asian shows have a Grand Prix winner that actually ran?
Why must it be scams to be good?
Why must it be scams to be good?
Exactly, it doesn’t have to be a scam.
What’s worse is you can’t even tell if this non-scam work is worth a top prize. Not even worth a low prize to be honest.
You guys amused me with arse kissing and all. Chasing after something that is not even worth chasing for.