Winning? Let Kancil show you how.
Look, I have written about Awards so many times, so much so that you might believe they are my hantu raya (Spooky noises. Ed.) That may be the case but, in the world of adverts, awards are so misused and abused it’s hard not to be both possessed and pissed off.
For instance, I have just come across a book from 21 years ago put out by the 4As called I can win, you can win, we all can win at the Kancils. It’s full of egregious tips and tricks as to how one might win a Kancil award!
Sounds ridiculously apposite, as Sang Kancil, the little mouse deer, was a great trickster. Getting Sang Harimau, the tiger, to eat mud, Sang Buaya, the crocodile, to carry him over the river and Sang Gaja, the elephant, to jump into a trapper’s pit. I mean had it ever occurred to anyone what a great name Kancil is for an advertising awards. When I was in Hong Kong they changed the name of the creative awards to the Golden Junk awards. ‘Kam Fan’ in Cantonese. Many mocked the idea that awards should be labelled junk. Only losers I suspect!
So back to the naughty little 4As booklet. It tells us that apart from choosing categories with fewer entries, we should be nobbling judges, entering scam awards (ads that have either not been commissioned or have run only once, in the dead of night), enter the same ad in lots of categories and so on. All somewhat slimy.
Believe me, I scoured the book for the things that would provide a platform to celebrate creativity, make kids proud to be in the business, reward excellence and efficacy, provide advertisers with a better ROI and elevate the standards of the industry overall; the things one would hope the 4As would spend considerable time and effort promoting. But was there even a passing reference to such things? Was there hell! There wasn’t even a punch line describing it all as a bit of a tongue-in-cheek wheeze. It’s really no wonder most advertisers think creative types and, as they are now labelled ‘creative agencies’ are simply ego driven.
I don’t want to sling mud at the 4As but their stated number one reason for joining is offering a discount on award entries. Make of that what you will. (It’s Malaysia you twit. Ed!). Why isn’t the number one mantra ‘Outstanding creative provides outstanding results’?
So again, just to clarify matters, I’ve asked AI to help, and this is the word from the ether.
Conclusion: A Double-Edged Sword
Advertising awards undeniably offer significant benefits. They provide a platform to celebrate creativity, reward excellence, and elevate the standards of the industry. For many professionals, awards serve as a source of inspiration, pride, and career progression. However, they also have their drawbacks, including the potential to prioritize creativity over effectiveness, reinforce homogeneous ideas, and perpetuate elitism within the industry.
Ultimately, the merit of advertising awards lies in how they are used. While they can encourage innovation and recognize outstanding work, it is essential for the industry to keep the ultimate goal in mind: creating advertising that resonates with and benefits the audience. Balancing creativity with real-world results and ensuring inclusivity are key to ensuring that advertising awards continue to have value and remain relevant in an ever-evolving industry.
That is what I meant to say. (you did Oscar, you did. Ed.)
Paul Loosley is an English person who has been in Asia 47 years, 12 as a Creative Director, 25 making TV commercials. And in recent years, a brand consultant. And still, for some strange reason, he can’t shut-up about advertising. Any feedback; mail p.loosley@gmail.com (please make it tricky)