Portrayal of stone age cavemen a ‘wake-up’ call for agencies to ‘stay relevant’, as revamped Kancil Awards launches push for entries

BBDO Malaysia has used two stone age cavemen to represent the old style of agency in a campaign to promote the new-look Kancil Awards, Malaysia’s top awards show designed to recognise creative work.

The spots, part of the agency’s ‘Evolve or Die’ campaign, will act as a “wake-up” call for creative agencies “to stay relevant and be future facing”, Kancil Awards creative council chairman Tan Kien Eng told Mumbrella.

The organisers of the Kancil Awards, 4As Malaysia, announced last September it was revamping the show, in part to “re-establish credibility” after a series of recent controversial entries, two of which from Dentsu Utama were disqualified for plagiarism.

The awards did not take place in 2016 but will return in April this year.

In the BBDO videos, a presenter tells her audience that combining creative and media is the “old formula” of brand marketing before stressing that data should be added to the mix.

After asking “what tools do you guys use to collect data?” the camera pans to two cavemen munching a giant meat drumstick.

The videos are hosted on a Facebook page of Ooogh, Aaagh & Friends, “the world’s first creative agency”, which has been “in existence since 30,000BC”.


Tan, who is also chief executive of Publicis One Malaysia, said: “The new and redesigned 2017 Kancil Awards reflects today’s pressure faced by the creative communication industry. The theme “Evolve or Die” is intended to be a wake-up call to all creative agencies to stay relevant and be future facing.

“The two films with stories revolving around modern day clients and stone age creative agencies are part of the call for entries campaign which includes edm, web and posters.”

Tan added that while the Kancil Awards celebrate creativity, the new-look structure will include the “entire creative process and eco-system from business/clients, data/insights to creativity, crafting and channels”.

“The new Kancil Awards are designed to be more inclusive and not just about creative directors,” he said.

Deadline for earlybird entries is Next Friday, January 20 with a final entry date of January 25.

Tan said at the announcement to revamp the awards that all entries will be uploaded for public scrutiny one month ahead of judging “to re-establish the credibility of the Kancil Awards”.

“The public is encouraged to share their constructive opinions and raise concerns if they encounter any suspicious submissions to allow the 4As to investigate and take appropriate action before judging commences,” he said.


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