Winning Kancil Awards nine years in a row
THE One Academy students have won the Kancil Awards Student Category for nine consecutive years.
The revamped competition may be more difficult and have a shorter deadline but these minor setbacks did not stop the students from clinching the Bronze and Merit Award.
The One Academy is, in fact, the only college that has made it to the finals of The Kancil Awards this year.
For the Kancil Awards, all students were given a brief to come up with a concept to promote Asia through AirAsia in 24 days.
Chiew Yen Ming (Lucas), Daniel Ng Tien Poh, Sheila Jessica, Wong Wuii Tsing and Wong Ze Bin responded to the challenge with a unique concept that was hard to look away from.
With the present challenging economic climate, Chiew and his teammates created a relevant advertising campaign that could be the heart’s cry of avid travellers – “Why go extreme to save money on travel?”
Pushing the boundaries of the norm, the team challenged the notion that is derived from this question – the limits people would go to save on travelling expenditure.
The idea mushroomed to a main concept – extremism, as demonstrated through various concept boards and a YouTube viral video of a man who packed his girlfriend in a compact suitcase and tried to smuggle her through the airport but finally got caught.
The luggage was meticulously modified to allow viewers a glimpse of what is inside the luggage.
The uniqueness of the main storyline along with its other accompanying mini stories caught the attention of judges Prem Kumar Vasudevan, Creative Director of AirAsia; Lee Tak Shune, Creative Director from BBDO Malaysia; Barry Victor, Creative Group Head from Leo Burnett Malaysia; Heng Thang Wei, Group Head (art), Grey Group Malaysia; and Jack Tan, Senior Creative Director at Forefront International SB.
“We believe that in order to win, we must be daring and do things that the others don’t dare to do,” said Chiew.
“While having ideas and concepts are fundamentals in producing an interesting campaign, if you don’t take that leap of faith, nothing will happen.”
Chiew thanked their dedicated lecturers Kins Lee and Henry Lee for their guidance on behalf of his group members.
Merit Award winner Lee Xin Yi and her teammates Khor Eng Giap, Adrian Wei Kit, Tee Jin Ting and Loh Zi Jian were the other team who made The One Academy proud.
Their campaign revolves around leaping bunnies as their concept focused on travel-hopping around Asia.
“We are proud that despite all the challenges that our students faced as the turf of the Kancil Awards changed, making it more difficult for us to win, our students still came up top this year,” said The One Academy founder and principal Tatsun Hoi.
“It is through the most trying times that the quality of our education methods prevail and we are proud to say that the results that we have reaped so far have been consistent with our belief and our teaching system.”
The One Academy is one of the leading creative institutions in the country and continues to nurture students through its “Masters Train Masters” coaching philosophy.
This has been practised for the past 25 years, by providing diploma and degree courses namely Advertising and Graphic Design, Interior Architecture and Design, Digital Animation with Game Development, Multimedia Design with Digital Media and Interactive Design, Illustration, Movie and Game Art, Visual Effects in Film and Game, Fine Arts and ESMOD Fashion Design and Pattern Making.
■ For further enquiries, contact The One Academy at 03-5637 5510, e-mail to enquiry@toa.edu.my or visit www.toa.edu.my.