Entry submissions for the Kancil Awards 2017 is now open, including for the first time in 20 years, social media-based entries.
The Kancil Awards, which was traditionally held in the last quarter of the year, will from this year be a permanent fixture in the early second quarter to enable all work from the previous year to compete.
The theme for the re-designed Kancil Awards, “Evolve Or Die”, celebrates creativity that enhances the relationship between people and brands.
The main thrust of the theme, says Tan Kien Eng, Creative Council Chairman, is to encourage creative agencies to progress aggresively to remain relevant and also future-facing.
“The new and redesigned 2017 Kancil Awards reflects current pressures confronting the creative communications industry,” says Tan. “Although the Kancil Awards celebrates creativity, it also includes the entire creative process and eco-system – from business, data / insights, to creativity, crafting and channels as a means to being more inclusive.
“We’re taking proactive measures to be the catalyst to transform the creative communications industry. I believe the new Kancil Awards will set the bechmark for other international creative awards shows to follow.”
A number of changes have been introduced this year to mirror the current state of the creative communications industry. For the first time, three client representatives will be involved to offer a different perspective in the judging process.
The inclusion of social media-based entries is aimed at reminding creative agencies to keep abreast of the challenging and changing trends, and to embrace social media as a vital component to a campaign.
“Our goal is to re-position the Kancil Awards to be more relevant to today’s expectation,” declares Daniel Chong, Organising Chairman of the Kancil Awards 2017. “It isn’t just about celebrating creativity but about creativity that impacts brands and improves people’s lives.”
While creativity remains the centrepiece of the Kancil Awards, it also aspires to recognise the agencies’ use of creativity to problem solve.
“Good crafting is integral to a campaign – but it’s meaningful when it has the capacity to change consumer behaviour towards a brand or a cause,” says Chong. “A well crafted campaign projects the right brand image while reflecting a brand’s distinct personality and quality.”
This year, agencies are encouraged to submit work across different award categories – Business, Channel, Craft, Specialisation.
Another notable change to this year’s Kancil Awards is the online exhibition of all entries to the public to create wider awareness on the power of good creative.
The revamp of the Kancil Awards is part of the Association of Accredited Advertising Agents Malaysia’s (4As) effort to align the advertising and creative communications industry to international standards.
The early bird entry submission deadline is extended to 10 February. Fees for the extended early bird entries are RM212 per single entry and RM636 per campaign entry. Fees for the late entries are RM636 per single entry and RM1,908 per campaign entry. Closing date is 15 February. All fees are inclusive of 6% GST.
The Kancil Awards 2017 ceremony and gala dinner will be held on 21 April at the Majestic Hotel.
About the 4As Malaysia
The Association of Accredited Advertising Agents Malaysia (4As), formed in 1971, is the Malaysian advertising industry’s foremost body engaged in promoting the value of advertising agencies in the Marketing Communications industry to advertisers, media, suppliers, government, and the public. The association encompasses more than 80 home-grown and international member agencies who are the key players in Malaysia’s advertising industry. The association helps grow the business of the member agencies and advance individual careers through the provision of professional development services, industry awards, advocacy, and support.