Leo Burnett dominates Kancil 2017
LEO BURNETT Kuala Lumpur took the top spot as”Agency of the Year” at the 2017 Kancil Awards held at the Majestic Hotel, Kuala Lumpur last Friday. The firm made a clean sweep bagging a total of 51 accolades comprising one Gold, 15 Silver and 35 Bronze awards.
All entries went through a more stringent judging process than before, with a jury panel comprising more than 50 people scrutinising the submissions. To be exact, the judges were divided into eight groups, each assigned a specific category to evaluate.
In numbers, 564 entries were received this year, and a total of six Gold, 26 Silver and 79 Bronze awards handed out. Touting the theme “Evolve or Die”, the awards ceremony this year was something many looked forward to as the organisers – Association of Accredited Advertising Agents Malaysia (4As) – took sabbatical on the event last year to “refocus, rethink and refresh” itself following the “plagued” 2015 run.
“As part of the evolution, a decision has been taken to make the awards show more inclusive, to encourage and recognise genuine good works,” said 4As Malaysia president Datuk Johnny Mun.
The redeveloped Kancil Awards presented four notable changes:
▶ Encompassing four main categories, which are “Business”, “Channel”, “Craft” and “Special Awards”.
▶ Agencies could choose to submit their works as a single entry or as a campaign.
▶ All submissions can be publicly viewed online to uphold transparency and encourage open-learning.
▶ One client representative is involved in the judging panel to foster better mutual understanding of good and great work.
“What’s encouraging was the number of entries from new agencies that took part in this year’s awards, those who had never participated in the event before,” added Mun.
The overall standard of the entries this year was said to be noticeably admirable and pretty impressive in areas of storytelling and level of craft. While on the whole, the Kancil Awards serves to recognise the importance of creativity and celebrates the best works of the year, Kancil Awards creative council chairman Tan Kien Eng said that the redesigned awards “also acts as a catalyst in transforming Malaysian creative agencies to be future-facing”.
To view the full list of winners, visit www.kancilawards.com
SPECIAL AWARDS
▶ Chairman’s Award
Patrick Teoh
▶ Hall Of Fame
T. Renganathan
Lau Peng Kai
J. Matthews
▶ Young Kancil
Y&R Malaysia
Cassie Ng and Nicole Sue Tan
▶ Golden Kancil
Isobar
Online Retail Platform
Mudah
▶ Advertiser of the Year
Protect & Save the Children
▶ Agency of the Year
Leo Burnett Kuala Lumpur
GOLD WINNERS
▶ Best Branded Content and Entertainment
Isobar
Online Retail Platform
Mudah
▶ Best Branded Content & Entertainment
Isobar
Online Retail Platform
Mudah
▶ Best Integrated Campaigns
Naga DDB Tribal Sdn Bhd
Public Service Announcement
Protect & Save The Children
▶ Copywriting and Scriptwriting
Naga DDB Tribal Sdn Bhd
Public Service Announcement
Protect & Save The Children
▶ Art Direction
Leo Burnett Kuala Lumpur
Lazada
E-Cart Malaysia Services Sdn Bhd
▶ Most Effective Creative
Isobar
Online Retail Platform
Mudah