www.marketingmagazine.com.my
ISSUE # 280 FEBRUARY 2021
WEEKENDER
the Creative issue (about creative issues)
WEEKENDER
popculture
EDITOR'S NOTE
Why does advertising exist?
Advertising is as old as time; just that it was not called advertising then. Every company in the world needs to market itself to succeed. Every company. Permit me to say it again: every company...
04 24
Why Bother With Awards? We have been told people hate ads – so the less ads we see, the better. I think that’s true of not just bad...
COVER STORY
Creative Sells
09
Even though it was hard to pick really good stuff that would shine on the global stage, considering an absence of...
Facebook 28corruption
never ends
Newly released court documents give us a peak at the depths of depravity inside Facebook. We’ve known for years, and have documented ad...
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“I AM SATISFIED THAT MALAYSIAKINI DOTCOM SDN BHD WAS NOT A ‘PUBLISHER’ WHEN THE IMPUGNED COMMENTS FIRST APPEARED ON 9 JUNE 2020, BECAUSE IT HAD NO KNOWLEDGE OF THE SAME. IT BECAME AFFIXED WITH KNOWLEDGE ON 12 JUNE 2020, AFTER WHICH THE COMMENTS WERE TAKEN DOWN WITHIN 12 MINUTES.” Yang Ariff Datuk Nallini Pathmanathan - Federal Court of Malaysia Judge, in her dissenting minority judgement in a landmark majority six-to-one decision which found Malaysiakini guilty of contempt.
“I DON’T THINK FACEBOOK IS A GOOD CITIZEN, NOT JUST IN AUSTRALIA, BUT ELSEWHERE TOO. TO PULL THE PLUG OVERNIGHT TO AN ENTIRE COUNTRY REPRESENTS THE WORST TYPE OF CORPORATE CULTURE.”
Julian Knight MP, who chairs the UK Commons media select committee says the company was a bully to bring Australia to its knees with a display of monopoly power in an ongoing discussion with the government and news publishers.
“AUSTRALIAN AUTHORITIES HAD DRAWN UP LAWS TO LEVEL THE PLAYING FIELD BETWEEN THE TECH GIANTS AND STRUGGLING PUBLISHERS OVER PROFITS. OF EVERY A$100 SPENT ON DIGITAL ADVERTISING IN AUSTRALIAN MEDIA THESE DAYS, A$81 GOES TO GOOGLE AND FACEBOOK.” BBC.com
“I DON’T WANT TO BELONG TO ANY CLUB THAT WOULD ACCEPT ME AS ONE OF ITS MEMBERS.” Groucho Marx
4 ISSUE280FEBRUARY2021 | WEEKENDER EDITOR’S NOTE
Why does advertising exist? Advertising is as old as time; just that it was not called advertising then. Every company in the world needs to market itself to succeed. Every company. Permit me to say it again: every company. As an industry, we stimulate commerce (read economy) and growth. And behind this engine of growth are ideas that drive sales, profits, and brand equity in the marketplace. Advertising is an ideas business. That is the product we offer the market. We simplify and amplify.
Ideas that differentiate, reenforce, re-assure or whatever the marketing objective is. I don’t take this subject lightly... Facebook is not an idea, it is a platform. TikTok is not an idea, it is a outlet for expression. Unfortunately, half the world thinks otherwise. Which may be a good thing for those who know better. Once upon a time, Malaysia was regarded as the most creative in Asia as we beat more than 40,000 pieces of creative work submitted globally to the Cannes Lions International Festival of Creativity.
5 ISSUE280FEBRUARY2021 | WEEKENDER EDITOR’S NOTE
I say “once upon a time”, now our best have left our shores (don’t get me started on Talent Corp), and our creative reputation is zilch. Lest readers think I am blaming anyone, let me start the ball rolling by blaming myself for these woes. I am guilty of the state of the industry. There, I have said it; now can we do something about it? That’s why I sent a frantic message early one morning 10 days ago, after a sleepless night to my readers asking, “What do you think is the most creative ad in Malaysia you have seen over the last two years. One that made an impact on you as being Malaysia’s best and is worthy of winning a global award for creativity.” An industry leader immediately replied, “Now I can’t sleep Ham, because I can’t think of one ad or campaign that is worthy of winning a global award.” I received almost 600 responses; half of them mentioned their own work as being the best, some asked why an award winning ad is the criteria for my judgement of a great ad, many said they couldn’t
think of one, and so on. I suppose it is a start… It took me almost two days time to go through all the responses, and cull a story that I am going to share with you in this issue. I have decided not to publish the names of the respondents but will quote them verbatim, even though they said I could publish their names. Having run quite a few award shows across two countries over the past two decades, I’d say I know a few things about how they are done. My brother gave me the best advice when I asked him if I should run the first independent advertising awards show in Indonesia…. “As an event organizer, think of it as a necessary evil. Not everyone can win everything every time. Just stay the course and stay true. After some time, you’ll end up with some enemies for life. Just suck it up and coast along. After a couple of years, rinse and repeat.” Lots of Love,
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7 ISSUE280FEBRUARY2021 | WEEKENDER MALAYSIAN CMO AWARD-WINNER
Fernie’s winning smile from Bangsar to the Federal Highway. Fernie Jasmine Abdul Ghani Head, Brand & Communications for Axiata Group Berhad wins Gold as Best Marketer in Festive Communications Marketing, presented by Visual Retale.
Bangsaria Jalan Maarof, DOOH Partner: Visual Retale
Pinnacle Federal Highway PJ, DOOH Partner: Visual Retale
8 ISSUE280FEBRUARY2021 | WEEKENDER MALAYSIAN CMO AWARD-WINNER
Schrene is trailblazing a digital path for Pos Malaysia. Schrene Goh, EVP of Marketing at Pos Malaysia Berhad wins Gold for Marketing Trailblazer in Digital, presented by Visual Retale.
Bangsaria Jalan Maarof, DOOH Partner: Visual Retale
Pinnacle Federal Highway PJ, DOOH Partner: Visual Retale
9 ISSUE280FEBRUARY2021 | WEEKENDER COVER STORY
Creative Sells We got hundreds of readers thinking hard about which ad impacted them over the last two years. BY THE HAMMER Even though it was hard to pick really good stuff that would shine on the global stage, considering an absence of memorable work, most readers were quick to nominate their own work! I suppose the first law of advertising is to advertise yourself. Creativity is not as easy as it seems.
Recalling great ads done by us was a difficult task for many already. Media clutter is at its highest now …and maybe we can blame COVID too. Anyway, let’s start our journey based on the answers from readers. This is a good way to begin…. One said, “I will let you know when of a good ad when I see one.”
10 ISSUE280FEBRUARY2021 | WEEKENDER COVER STORY
... For the most part, I see a massive crush on the shiniest newest platforms. They’re undeniably here to stay. But they’re still only platforms...
But if it’s a ‘no’, then you know the medium has replaced the message and guts have given way to algorithms. I’ll leave you with a real-life anecdote… So a potential client calls and says they want to have presence on Facebook. I ask, ‘Why, you’re a B2B with a very specialised clientele.’ He says, “My boss says so.” End of story.
Then came this…. “Honestly Ham, nothing comes to mind. Except in an artificial (by that I mean nonconsumer) environment when I was part of the judging panel at 6As. For the most part, I see a massive crush on the shiniest newest platforms. They’re undeniably here to stay. But they’re still only platforms. And choosing to go with a platform is not a big idea. The question to ask is what’s left when the platform goes away? Is there a big idea that can transcend platforms? We’re cooking with gas if the answer is ‘yes’.
Do award-winning ads sell? Thanks to the help of 186 different advertising agencies in 28 different countries, Donald Gunn of Leo Burnett was able to gather together and analyse the case histories associated with the 400 most awarded commercials and campaigns in the world in the 4 year period 1992-1995. The “Do Award Winning Commercials Sell?” study provides overwhelming evidence that commercials which are based on the right message and in addition deliver it and translate it freshly, charmingly, engagingly and intelligently work better than commercials with the right message but which lack these creative qualities.
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Why creative awards are important Because most creative people are paid more money based on the awards they won. A dreary run of four years or more can destroy a creative person’s career. Most times, much earlier. Because agencies need a famous showcase of work to get more business. Because most clients want fame for themselves and their brands, and they will say yes to global fame before you can say EMCO. A globally renowned Malaysian designer had this to add, “I only see the great ads in awards show — where the hell do these appear in real life?” Point taken. But who cares? Fortune follows fame. How bad is our creative standing? Most countries in the world have bad ads and maybe only 10% of the work is creative and entertaining. And I am being very generous. To get a clear picture of Malaysia’s creative stature, look at the tables in this feature to see
“White faces will always take the lead from Asian faces, so Asian faces will have to work 5 times harder to see their country’s work make the shortlist.” our performances at regional and global shows. Why it’s so difficult to win at global shows? Because egos do battle in the judging rooms. (One Malaysian judge who has judged many international shows shares, “White faces will always take the lead from Asian faces, so Asian faces will have to work 5 times harder to see their country’s work make the shortlist.”) Because if we do not invest enough by participating, we go to the bottom of the organiser’s menu. (I did a calculation many years ago for the Cannes Festival alone,
12 ISSUE280FEBRUARY2021 | WEEKENDER COVER STORY
... Once upon a time, Ogilvy would actually print copies of a very lavish coffee table book featuring all their great ads of the year (entries) and quietly sneak them under the doors of judges staying in fancy hotels in Cannes... Malaysian agencies spent upward of RM500,000 on submission entries alone. This does not include attending or trophy orders.) Because if we do not win enough, we do not get invited to judge.
Because international judges don’t know who we are. Because good work must be accompanied by good lobbying… Once upon a time, Ogilvy would actually print copies of a very lavish coffee table book featuring all their great ads of the year (entries) and quietly sneak them under the doors of judges staying in fancy hotels in Cannes. It was a highly orchestrated and selective ring, from bell hop, concierge to floor manager. Sometimes, it is even executed “accidentally” upon check-in. So you must be thinking, “Should we just forget about global competitions because they are so difficult.” I believe we should benchmark our work and ambitions with the world’s best. Once upon a time, we were the world’s best and another year, Best in Asia…. My last word on judging: if a group of people huddle into a room and decide winners based on consensus, it is all legal and kosher. That’s why work that does not win at a local show can go on to win at overseas shows. Different group of judges can make different decisions, and it is completely legit.
13 ISSUE280FEBRUARY2021 | WEEKENDER COVER STORY
... Once upon a time, we were the world’s best and another year, Best in Asia…. So what do readers think is good? Work done by brands like Nando’s, TNB, Maxis, Shopee, Axiata, Grab, Digi, RHB, Libresse, Pantene, BFM, Taylor’s, Petronas, McDonald’s, Coca-
Cola and some festive ads were in their list of favourites in recent years. This list is not exhaustive… and let’s look at some interesting choices. There is a group of readers who love anything from
14 ISSUE280FEBRUARY2021 | WEEKENDER COVER STORY
Jenn Chia (So, I’m Jenn). The previous page and this shows some of the brands she has done work for... Nando’s localised campaign also stood out as a good guerilla marketing effort…. in response to Burger King global mouldy burger campaign.
I don’t intend to print an awards manual here, and it’s already 11.45pm on a Friday evening, so here are campaigns
15 ISSUE280FEBRUARY2021 | WEEKENDER COVER STORY
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that have been highlighted many times by readers (in alphabetical order): • Axiata and Celcom’s Getaran Pertama • BFM’s Bersatu For Makan, Merdeka • Coca-Cola’s For the Human Race • Digi’s Project Footbraille • Grab’s HUATever • Julie’s Biscuits’ Operation Maybe and mini movies • Libresse ‘Know your V’ • Maxis’ Deria Takbir • McDonald’s Spicy Chicken McDeluxe • Pantene’s Wanita Besi • Petronas Land of the Light Bulbs and Operasi Koperasi • RHB’s CNY Heart Baker, Ocean of Harmony series, and Beyond Colour • Shopee’s Baby Shark series and Pua Chu Kang series • Taylor’s Curious Kumar • TNB’s festive campaigns • WWF’s Plastic Diet
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16 ISSUE280FEBRUARY2021 | WEEKENDER
MALAYSIA’S CREATIVE PERFORMANCE AT CANNES LIONS
1981
CLICK TO WATCH THE VIDEO
NATIONAL PRIZE PTM Thompson Advertising, ‘Sam, Ghazali and Me’ for Toyota Land Cruiser. CD and Director was Paul Loosley. Michael Cheah wrote it. Charlie Ghazali Baba Art Directed. Agency Producer Basir. Produced by Ho Eek Kee for Jemima Films. Also won 6As Grand Prix Awards, now equivalent of Golden Kancil.
1987 INTERNATIONAL PRIZE KHK Needham, ‘Power’ for Benson & Hedges Gold Centre
1993 BRONZE LION POSTER & BRONZE LION PRESS Dentsu Young & Rubicam, ‘5-Star’ for Hotel Equatorial
1999 MEDIA LION Starcom, for Meranti Information System
2000 BRONZE LION PRESS & BRONZE LION POSTER Grey, ‘Steps’ for 3M
2002 SILVER LION PRESS Ogilvy & Mather, ‘Rugby Stocking’ for Guinness Anchor
2003 SILVER LION PRESS CAMPAIGN Saatchi & Saatchi, for LOOK
2004 BRONZE LION OUTDOOR Grass, ‘Wonderbra’ for Thompson Lab BRONZE LION OUTDOOR Foote Cone & Belding, ‘Mosquito Screen’ for SC Johnson GOLD LION DIRECT OgilvyOne Worldwide, ‘Missing Bottle’ for Guinness Anchor
THE CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY IS THE WORLD’S BIGGEST CELEBRATION OF CREATIVITY IN COMMUNICATIONS SINCE THE 1940S! GRAND PRIX OUTDOOR JWT, ‘Missile Car’ for Channel 9/CH-9 Media ADVERTISER: Channel 9 / CH-9 Media AGENCY: J Walter Thompson YEAR: 2004 AWARD: Grand Prix CREATIVE DIRECTORS: Edwin Leong / Andy Soong COPYWRITERS: Hasnah Mohd Samidin / Wong Sen Kiat / Joel Lim ART DIRECTORS: Andy Soong / Ray Goh / Edwin Leong ACCOUNT SUPERVISORS: Carmen Koo / Cheryl Lee Chris Von Selle / Jessie Yee MARKETING MANAGER: Mark Hermon BRAND MANAGER: Benjamin Leong PHOTOGRAPHER: Looi Weng Fai (IFL Studio) PLANNING DIRECTOR: Subhendu Mukherjee
17 ISSUE280FEBRUARY2021 | WEEKENDER
MALAYSIA’S CREATIVE PERFORMANCE AT CANNES LIONS
2005
BRONZE LION FILM Saatchi & Saatchi, ‘Bait’ for Toyota BRONZE LION OUTDOOR JWT, ‘Wheel Clamp’ for Ford SILVER LION OUTDOOR & SILVER LION PRESS Naga DDB, ‘Whiteboard’ for EUT Fashion
2006 BRONZE LION OUTDOOR X 2 McCann Erickson, ‘Maze’ and ‘Bubbles’ for SONY BRONZE LION PRESS Lowe & Partners, ‘Classroom’ for Nailz World GOLD LION DIRECT X 2 ARC Worldwide, ‘Best of Both Worlds’ for Malaysia Airlines GOLD LION OUTDOOr Lowe & Partners, ‘Directions’ for Land Rover Owners Club GOLD LION OUTDOOR CAMPAIGN JWT, ‘Widow’ and ‘Old Man’ for Kimberly-Clark GOLD LION OUTDOOR CAMPAIGN Saatchi & Saatchi, ‘Zimbabwe’, ‘Iran’, ‘Bush’ and ‘Myanmar’ for Amnesty International Malaysia SILVER LION DIRECT ARC Worldwide, ‘Carbon’ for Womens’s Aid Organisation
SILVER LION OUTDOOR Lowe & Partners, ‘Sale On Sale’ for IKEA SILVER LIONS RADIO CAMPAIGN Naga DDB, ‘Saviour’ for Radio Televisyen Malaysia
MALAYSIA RULES ASIA IN 2006 No 1 2 3 4 5 6 7
Gold Malaysia 5 India 3 Thailand 3 Japan 2 Singapore 1 Phillipines China
Silver 3 3 2 4 2
Bronze 3 5 3 4 9 3 3
2007 BRONZE LION DIRECT OgilvyOne Worldwide, ‘Small, Medium or Large’ for IBM Malaysia BRONZE LION OUTDOOR Y&R, ‘Wuthering Heights (Soundwave 1)’ for Penguin Books BRONZE LION OUTDOOR Saatchi & Saatchi, ‘Rusty’ for Diageo BRONZE LION OUTDOOR Saatchi & Saatchi, ‘How To Remove’ for ACP Magazine GOLD LION OUTDOOR CAMPAIGN Lowe & Partners, ‘Wallpaper’, ‘Tiles’ and ‘Carpet’ for Sara Lee Malaysia SILVER LIONS OUTDOOR CAMPAIGN McCann Erickson, ‘Blue’, ‘Black’ and ‘Red’ for Penline Art Supplies
GOLD LION DIRECT ARC Worldwide, ‘Stick & Save’ for Treat Every Environment Special (Trees) SILVER LION PRESS JWT, ‘Bacon’ for Kimberly-Clark Trading SILVER LION PRESS Saatchi & Saatchi, ‘How To Remove’ for ACP Magazine SILVER LION PRESS CAMPAIGN JWT, ‘Oil’, ‘Wine’ and ‘Coffee’ for Kimberly-Clark Trading SILVER LION DIRECT Naga DDB, ‘Break-In’ for ISEO Asia SILVER LION OUTDOOR EURO RSCG Partnership, ‘Strong Tape’ for Penline Art Supplies
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MALAYSIA’S CREATIVE PERFORMANCE AT CANNES LIONS
2008
GOLD LION FILM Leo Burnett, ‘Tan Hong Ming’ for Petronas BRONZE LION FILM Leo Burnett, ‘Race’ for Petronas GOLD LION OUTDOOR CAMPAIGN BBDO/PROXIMITY, ‘Bushman & Eskimo’ and ‘Husky & Camel’ for Chrysler Korea GOLD LION OUTDOOR CAMPAIGN Saatchi & Saatchi, ‘Affair’, ‘Candlestick’, ‘Liberty’ and ‘Psycho’ for Silverfish Books SILVER LION OUTDOOR CAMPAIGN Saatchi & Saatchi, ‘Alley’, ‘Toilet’ and ‘Park’ for Procter & Gamble BRONZE LION OUTDOOR CAMPAIGN Saatchi & Saatchi, ‘Stop’, ‘Traffic Light’ and ‘Cliff’ for Guinness Anchor Bhd SILVER LION PRESS Saatchi & Saatchi, ‘Stop’ for Guinness Anchor Bhd BRONZE LION PRESS CAMPAIGN Saatchi & Saatchi, ‘Toilet’ and ‘Park’ for Procter & Gamble BRONZE LION PRESS Ogilvy, ‘Cats - Impotence’ for Advertisers Without Borders SILVER LION RADIO Y&R, ‘Brushing’ for Colgate-Palmolive BRONZE LION RADIO Y&R, ‘Stuck Tune’ for A.W. Faber-Castell
2009
BRONZE LION PRESS Naga DDB/RAPP, ‘Handwritten Newspaper’ for Schwan-Stabilo BRONZE LION PRESS Y&R, ‘Catapult Launcher’ for Cartrade ABT Sdn Bhd BRONZE LION OUTDOOR Lowe & Partners, ‘IKEA Staircase Drawer’ for IKEA BRONZE LION OUTDOOR BBDO/Proximity, ‘Art Against Drink Driving Phase 2’ for HELP
2010
OUTDOOR SILVER LION CAMPAIGN Grey Group, ‘Mummy’, ‘Teddy Bed’ and ‘Teddy Hug’ for Procter & Gamble
CLICK TO WATCH THE VIDEO TITLE: “Tan Hong Ming” AGENCY: Leo Burnett Advertising CAMPAIGN: Colour Blind ADVERTISER: Petroliam Nasional Berhad (PETRONAS) PRODUCT: Merdeka 2007 LANGUAGE: English LENGTH: 90 seconds LB’s Yew Leong is all teeth with Malaysia’s first Cannes Film Gold!
SILVER LION DESIGN Saatchi & Saatchi, ‘Ball Point / Felt Tip / Fountain Pen’ for Amnesty International BRONZE LION DESIGN Lowe & Partners, ‘IKEA Sale: Fruit Peeler, Potato Peeler & Grater’ for IKEA BRONZE LION DESIGN Publicis Communications, ‘Organise Your Head’ for Vision Art
OUTDOOR BRONZE LION CAMPAIGN Ogilvy & Mather, ‘Stadium’, ‘Carnival’ and ‘Concert’ for Glaxo Smithkline
19 ISSUE280FEBRUARY2021 | WEEKENDER
MALAYSIA’S CREATIVE PERFORMANCE AT CANNES LIONS
2011
BRONZE OUTDOOR LION Ogilvy, ‘Traffic Blues’ for Glaxo Smithkline BRONZE OUTDOOR LION CAMPAIGN McCann Erickson, ‘Riot’, ‘Smuggling’ and ‘Exploitation’ for New Straits Times Press BRONZE OUTDOOR LION CAMPAIGN Y&R, ‘The Pied Piper Of Hamelin’, ‘The Jungle Book’ and ‘The Wizard Of Oz’ for Penguin Books
2012
BRONZE OUTDOOR LION CAMPAIGN Y&R, ‘Architecture’, ‘Fairy Tales’, ‘Gardening’, ‘Hobbies’, ‘Science Fiction’ and ‘Travel’ for Penguin Books SILVER OUTDOOR LION CAMPAIGN Y&R, ‘Architecture’, ‘Fairy Tales’, ‘Gardening’, ‘Hobbies’, ‘Science Fiction’ and ‘Travel’ for Penguin Books SILVER RADIO LION CAMPAIGN X 2 McCann Erickson, ‘Audrey’, ‘Freda’ and ‘Yameen’ for BFM
2013
SILVER LION CAMPAIGN Ogilvy, KL for Pizza Hut and Nestlé
2014
GOLD LION CAMPAIGN Y&R, KL for Colgate-Palmolive SILVER LION CAMPAIGN X 2 Y&R, KL for Colgate-Palmolive
2015
SILVER OUTDOOR LION CAMPAIGN Ogilvy, ‘Caterpillar’, ‘Monster’ and ‘Whale’ for LEGO GOLD PRESS LION CAMPAIGN Ogilvy, ‘Jet Fighter’, ‘Wrestler’ and ‘T-Rex’ for MATTEL BRONZE RADIO LION Bates 141, ‘Rewind’ for FLY FM BRONZE DESIGN LION Y&R, ‘More Than Just The Classics’ for Penguin Books SILVER DESIGN LION CAMPAIGN Y&R, ‘Fairy Tales’, ‘Graphic Novlels’ and ‘Travel’ for Penguin Books
BRONZE LION CAMPAIGN Ogilvy, KL for Mattel BRONZE LION CAMPAIGN Y& R, KL for NTRC
GOLD LION CAMPAIGN BBDO for KFC SILVER LION CAMPAIGN X 2 Y&R, KL for KFC
BRONZE LION CAMPAIGN Y&R, KL for Malaysia Nature Society BRONZE LION CAMPAIGN X2 Ogilvy KL for Pizza Hut
2016
2017
2018
2019
NO WINNER BRONZE LION CAMPAIGN Hakuhodo for Greenpeace
2020
NO WINNER
NO WINNER SILVER LION CAMPAIGN Grey KL for Tesco BRONZE LION CAMPAIGN Leo Burnett for Voice of the Children
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MALAYSIA’S CREATIVE PERFORMANCE AT SPIKES ASIA Festival Year 2010 2010 2011 2011 2012 2012 2012 2013 2013 2014 2014 2014 2015 2015 2016 2017 2017 2017 2018 2019
Award Bronze Silver Bronze Silver Bronze Silver Gold Bronze Silver Bronze Silver Gold Bronze Silver Bronze Bronze Silver Gold No win No win
MALAYSIA’S CREATIVE PERFORMANCE AT ADFEST Total 2 1 8 14 11 6 6 4 3 7 4 2 12 7 1 3 4 2 0 0
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Malaysia’s only Gold in 2019 came from the Young Spikes Digital Competition category at Spikes Asia.
2011
SILVER FILM CRAFT LOTUS DIRECTORS THINK TANK SDN BHD for SONY campaign title SONY TX 5 VIEWFINDER : SONY TX 5 - AFROMIDNITE/ SONY TX 5 - BUBBLES/ SONY TX 5 - PANORA SONY SILVER FILM CRAFT LOTUS EURO RSCG KUALA LUMPUR for AMNESTY INTERNATIONAL MALAYSIA ‘DROWN’ SILVER FILM LOTUS LEO BURNETT ADVERTISING / ARC WORLDWIDE for GIANT ‘FESTIVE DEEPAVALI’ SILVER PRINT CRAFT LOTUS SPEECH for THEMATIC BRONZE FILM LOTUS LOWE & PARTNERS SDN BHD for NONGOVERNMENTAL ORGANIZATION ‘UMAR’ SILVER POSTER LOTUS MCCANN ERICKSON (M) SDN BHD for THE NEW STRAITS TIMES ‘EXPLOITATION’ GOLD POSTER LOTUS MCCANN ERICKSON (M) SDN BHD for THE NEW STRAITS TIMES PERSPECTIVES : RIOT/ SMUGGLING/ EXPLOITATION BEST POSTER LOTUS MCCANN ERICKSON (M) SDN BHD for THE NEW STRAITS TIMES ‘RIOT’ BRONZE RADIO LOTUS X 3 MEGA ADVERTISING SDN BHD for JADE HILLS ‘FAYE WONG; I DO’ BRONZE FILM LOTUS NAGA DDB MALAYSIA for CELESTIAL MOVIES ‘BREAK UP’ BRONZE CYBER LOTUS NEUTROGENA for UV AWAY BRONZE OUTDOOR LOTUS OGILVY MALAYSIA for PANADOL EXTRA ‘PAIN OVERLOAD - NOISY NEIGHBOURS’ PRINT CRAFT LOTUS X4 OGILVY MALAYSIA for PANADOL EXTRA ‘PAIN OVERLOAD - TRAFFIC BLUES’
2012
BRONZE DESIGN LOTUS ALPHA245/LEO BURNETT ‘A BIGGER HARVEST’
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MALAYSIA’S CREATIVE PERFORMANCE AT ADFEST BRONZE FILM CRAFT LOTUS LEO BURNETT ADVERTISING / ARC WORLDWIDE for MERDEKA/HARI RAYA 2011 ‘HANDS’ SILVER PRINT CRAFT LOTUS X3 LEO BURNETT ADVERTISING / ARC WORLDWIDE for DIGNITY FOR CHILDREN’S FOUNDATION ‘JAMILAH’, ‘PUNITA’ and ; PUNITA/JAMILAH; BRONZE PRINT CRAFT LOTUS X2 M&C SAATCHI (M) SDN BHD for CELCOM BROADBAND ‘CATAPULT & SLINGSHOT’ GOLD RADIO LOTUS MCCANN ERICKSON (M) SDN BHD for BREAST CANCER AWARENESS ‘ANYTIME : AUDREY/FREDA/ YAMEEN’ SILVER RADIO LOTUS X2 MCCANN ERICKSON (M) SDN BHD fot BREAST CANCER AWARENESS ‘FREDA’ and ‘YAMEEN’ SILVER OUTDOOR LOTUS MCCANN ERICKSON (M) SDN BHD for NEW STRAITS TIMES - STREETS ‘KITCHEN’ BRONZE OUTDOOR LOTUS X2 MCCANN ERICKSON (M) SDN BHD for AUTOMOTIVE ‘DO MORE WITH LESS : LGHTWGHT/ NUTS/MASS’ BRONZE OUTDOOR LOTUS OGILVY MALAYSIA for PICTIONARY ‘JET FIGHTER’ SILVER PRESS LOTUS OGILVY MALAYSIA for LEGO GOLD OUTDOOR LOTUS OGILVY MALAYSIA for PICTIONARY ‘QUICK DRAW WINS’ SILVER OUTDOOR LOTUS OGILVY MALAYSIA for PICTIONARY ‘QUICK DRAW WINS’ BRONZE OUTDOOR LOTUS OGILVY MALAYSIA for PICTIONARY ‘QUICK DRAW WINS’ GOLD PRESS LOTUS OGILVY MALAYSIA for PICTIONARY ‘QUICK DRAW WINS’ GOLD PRINT CRAFT LOTUS OGILVY MALAYSIA for PICTIONARY ‘QUICK DRAW WINS’ BRONZE OUTDOOR LOTUS OGILVY MALAYSIA for PICTIONARY ‘T-REX’ SILVER PRESS LOTUS OGILVY MALAYSIA for LEGO ‘WHALE’
SILVER OUTDOOR LOTUS OGILVY MALAYSIA for PICTIONARY ‘WRESTLER’ SILVER PRESS LOTUS OGILVY MALAYSIA for PICTIONARY ‘WRESTLER’ BRONZE DESIGN LOTUS Y&R MALAYSIA for DK’S ANIMAL ENCYCLOPEDIAS ‘SEE IT THROUGH THEIR EYES’ BRONZE PRINT CRAFT LOTUS Y&R MALAYSIA for DK’S ANIMAL ENCYCLOPEDIAS ‘SEE IT THROUGH THEIR EYES : OWL/GOAT/ CUTTLEFISH’ SILVER PRINT CRAFT LOTUS Y&R MALAYSIA for PENGUIN AUDIOBOOKS ‘THE PIPED PIPER OF HAMELIN, THE JUNGLE BOOK, THE WIZARD OF OZ : THE PIPED PIPER OF HAMELIN/THE JUNGLE BOOK/THE WIZARD OF OZ’
2013
BRONZE PRESS LOTUS CREATIVE JUICE\KUALA LUMPUR SDN BHD for NANDO’S ‘MILD FIERY SATISFACTION/ HOT FIERY SATISFACTION/EXTRA HOT FIERY SATISFACTION’ BRONZE FILM CRAFT LOTUS DIRECTORS THINK TANK SDN BHD for PETRONAS CORPORATE ‘PETRONASCNY2012_COMING HOME_CHINA’ BRONZE PROMO LOTUS J. WALTER THOMPSON SDN. BHD. for FORD FIESTA FORD FIESTA WHEEL OF FORTUNE BRONZE FILM CRAFT LOTUS LEO BURNETT MALAYSIA for PETRONAS ‘COMING HOME: CHINA’ SILVER NEW DIRECTOR LOTUS LEO BURNETT MALAYSIA for PETRONAS ‘STRANGERS’ BRONZE DESIGN LOTUS MCCANN ERICKSON (M) SDN BHD for RETAIL - ARTISANAL HANDMADE CREATIONS ‘HAPPY TREAT’ BRONZE PRINT CRAFT LOTUS MCCANN ERICKSON (M) SDN BHD for BICYCLE RETAIL ‘LESSONS IN RIDING - WIG, CROTCH, PENNY’ BRONZE PRESS LOTUS TBWA\KUALA LUMPUR for GREENLIFE CSR ‘LITTLE JAPAN’ BRONZE PRINT CRAFT LOTUS X2 Y&R MALAYSIA for PENGUIN BOOKS ‘FAIRY TALES, LANGUAGES’ BRONZE DESIGN LOTUS Y&R MALAYSIA for PENGUIN BOOKS ‘MORE THAN JUST THE CLASSICS’
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MALAYSIA’S CREATIVE PERFORMANCE AT ADFEST
GOLD PRINT CRAFT LOTUS Y&R MALAYSIA for PENGUIN BOOKS ‘MORE THAN JUST THE CLASSICS “SCIENCE FICTION”/”TRAVEL”/”ARCHITECTURE”/ “FAIRY TALES”/”HOBBIES”/”GARDENING”
2014
BRONZE PRESS LOTUS BBDO PROXIMITY MALAYSIA for UMI38 TALK PLAN ‘INTRO’ SILVER DIRECT LOTUS BBDO PROXIMITY MALAYSIA for KFC BRAND ‘PHONE STACK’ GOLD MEDIA LOTUS BBDO PROXIMITY MALAYSIA for KFC BRAND ‘PHONE STACK’ SILVER MOBILE LOTUS BBDO PROXIMITY MALAYSIA for KFC BRAND ‘PHONE STACK’ BRONZE PROMO LOTUS BBDO PROXIMITY MALAYSIA for KFC BRAND ‘PHONE STACK’ BRONZE PRESS LOTUS BBDO PROXIMITY MALAYSIA for UMI48 UNLIMITED DATA PLAN ‘UFO’ SILVER DESIGN LOTUS GEOMETRY GLOBAL MALAYSIA for CADBURY DAIRY MILK ‘SAY IT WITH CHOCOLATE’ SILVER DIRECT LOTUS GEOMETRY GLOBAL MALAYSIA for CADBURY DAIRY MILK ‘SAY IT WITH CHOCOLATE’ BRONZE OUTDOOR LOTUS GEOMETRY GLOBAL MALAYSIA for CADBURY DAIRY MILK ‘SAY IT WITH CHOCOLATE’ SILVER RADIO LOTUS LUCIDEAS CREATIVE SDN BHD for NEW STRAITS TIMES ‘VIRAL OUTBREAK’ BRONZE DESIGN LOTUS NAGA DDB MALAYSIA for DREAM JAR SAVINGS ACCOUNT ‘DREAM PIXEL CALENDAR’ BRONZE DIRECT LOTUS NAGA DDB MALAYSIA for ANIMAL WELFARE ‘RENT FOR HOPE’ BRONZE PRESS LOTUS TBWA KUALA LUMPUR for PAPERMATE LIQUID PAPER ‘ANGEL VS DEMON/WIZARD VS WITCH’
BRONZE FILM LOTUS TBWA KUALA LUMPUR for MALAYSIAN SOCIETY OF TRANSPLANTATION ‘LIVE ON’ BRONZE DIRECT LOTUS TBWA KUALA LUMPUR for ETIQA INSURANS & TAKAFUL ‘SAFE TRACKS’
2015
SILVER OUTDOOR LOTUS BBDO PROXIMITY MALAYSIA for KFC BRAND ‘DRUMSTICK/BURGER/FRENCH FRIES’ BRONZE PRINT CRAFT LOTUS BBDO PROXIMITY MALAYSIA for KFC BRAND ‘DRUMSTICK/BURGER/FRENCH FRIES’ BRONZE PRINT CRAFT LOTUS BBDO PROXIMITY MALAYSIA for KFC BRAND ‘DRUMSTICK/BURGER/FRENCH FRIES’ SILVER OUTDOOR LOTUS BBDO PROXIMITY MALAYSIA for KFC BRAND ‘DRUMSTICK/FRENCH FRIES’ BRONZE PRESS LOTUS BBDO PROXIMITY MALAYSIA for KFC BRAND ‘DRUMSTICK/FRENCH FRIES’ BRONZE OUTDOOR LOTUS BBDO PROXIMITY MALAYSIA for RIDSECT COCKCROACH CONTROL ‘SHIP/HORSE/FISH’ BRONZE PRESS LOTUS BBDO PROXIMITY MALAYSIA for RIDSECT COCKCROACH CONTROL ‘SHIP/HORSE/FISH’ BRONZE OUTDOOR LOTUS DENTSU UTAMA for HOPE & SOLACE ‘CARDVERTISING’ BRONZE MOBILE LOTUS MCCANN ERICKSON (M) SDN BHD for MINUTE OF SILENCE ‘MINUTE OF SILENCE’ BRONZE FILM CRAFT LOTUS RESERVOIR WORLD SDN BHD for NEW STRAITS TIMES ‘CLOUD OF CONFUSION’ BRONZE DESIGN LOTUS Y&R MALAYSIA for ORGAN DONATION ‘8 LIVES’ BRONZE DESIGN LOTUS X2 Y&R MALAYSIA for CAMPBELL’S SOUP ‘CANS OF POSITIVITY’ BRONZE PRESS LOTUS Y&R MALAYSIA for CAMPBELL’S SOUP ‘CANS OF POSITIVITY: FILLS LONELY NIGHTS/HEALS BRUISED EGOS/MENDS BROKEN HEARTS’
2016
SILVER PRESS LOTUS CUE ART & DESIGN ASSOCIATES SDN BHD for PIZZA HUT DELIVERY ‘EMPTY FRIDGE/FEED ME/ GLUED TO THE TV/HUNGRY WORKERS’
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MALAYSIA’S CREATIVE PERFORMANCE AT ADFEST
BRONZE FILM LOTUS LEO BURNETT MALAYSIA for AIA PUBLIC TAKAFUL “REZEKI” (GOD’S PROVIDENCE) BRONZE DESIGN LOTUS LEO BURNETT MALAYSIA for PROJECT B ‘PROJECT BUKA PINTU’ BRONZE INTERACTIVE LOTUS M&C SAATCHI (M) SDN BHD for PERSATUAN KESEDARAN KOMUNITI SELANGOR ‘ONLINE PREDATORS’ BRONZE DESIGN LOTUS TBWA\KUALA LUMPUR SDN BHD for EVEREADY ‘EVEREADY BOOK OF PLAY’ BRONZE PROMO LOTUS TBWA\KUALA LUMPUR SDN BHD for EVEREADY ‘SOUNDS OF STORY TIME’ BRONZE DESIGN LOTUS Y&R MALAYSIA for BELUM-TEMENGOR RAINFOREST ‘CUT A TREE. KILL A LIFE’ SILVER PRINT CRAFT LOTUS Y&R MALAYSIA for BELUM-TEMENGOR RAINFOREST CUT A TREE. KILL A LIFE: “TAPIR”/”RHINO”/”FISH”/”HORNBILL”
BRONZE OUTDOOR LOTUS HAKUHODO MALAYSIA for GREENPEACE ‘DROUGHT’ GOLD PRESS LOTUS HAKUHODO MALAYSIA for GREENPEACE ‘DROUGHT’ GOLD PRINT CRAFT LOTUS HAKUHODO MALAYSIA for GREENPEACE ‘DROUGHT’
2019
BRONZE NEW DIRECTOR LOTUS DIRECTORS THINK TANK SDN BHD for TSANG FUK SAU FUNERAL SERVICE ‘IN MEMORIES’ INNOVA LOTUS GREY WORLDWIDE SDN BHD for TESCO MALAYSIA ‘UNFORGETTABLE BAG’ GOLD FILM LOTUS STAR REACHER ADVERTISING SDN BHD for VOICE OF THE CHILDREN ‘SPEAK UP’ FABULOUS FIVE FOR NEW DIRECTOR LOTUS AOI PRO. INC./DIRECTORS THINK TANK TOKYO/KUALA LUMPUR ‘PRAY’
2017
SILVER FILM CRAFT LOTUS X2 DIRECTORS THINK TANK SDN BHD for LAZADA GROUP (E-CART SERVICES MALAYSIA SDN. BHD.) ‘BLAST OFF’ BRONZE FILM CRAFT LOTUS DIRECTORS THINK TANK SDN BHD for ALLIANZ ‘SISTERS’ SILVER FILM LOTUS NAGA DDB TRIBAL SDN BHD for PUBLIC SERVICE ANNOUNCEMEMNT ‘THE SICKEST MANNEQUIN CHALLENGE’ BRONZE FILM CRAFT LOTUS RESERVOIR WORLD SDN BHD for PETROLIAM NASIONAL BERHAD (PETRONAS) ‘RUBBER BOY’ SILVER NEW DIRECTOR LOTUS RESERVOIR WORLD SDN BHD for PETROLIAM NASIONAL BERHAD (PETRONAS) ‘RUBBER BOY’
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2020
SILVER NEW DIRECTOR LOTUS RESERVE TANK SDN. BHD ‘THE ENABLER’ BRONZE FILM CRAFT LOTUS RESERVE TANK SDN. BHD for TOKOPEDIA ‘TOKOPEDIA SAME QUESTIONS’
2018
BRONZE MOBILE LOTUS GREY MALAYSIA for UNHCR ‘FINDING HOME’
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24 ISSUE280FEBRUARY2021 | WEEKENDER POINT OF VIEW
WHY BOTHER WITH AWARDS? by Ted Lim
We have been told people hate ads – so the less ads we see, the better. I think that’s true of not just bad advertising, but of all things bad. We should learn how to make good ads if we want to make a living from advertising. We should acknowledge the human truth that people buy relevance, not ads and recognise the fact that we are in the business formerly known as
advertising. Our job is to engage people and advertising is just one of many ways to do that job. Forums like AdFest help us to recognise good work (not just good ads) and set standards so the industry has a North Star to look to and learn from, to produce more of the work that people love and less of the work that people loathe. Good work doesn’t look or feel like work, which is why
25 ISSUE280FEBRUARY2021 | WEEKENDER POINT OF VIEW
so many ads don’t work. Good work is like a good friend we want to spend more time with. We want to hear what they have to say and get to know them better. The Work And How We Judged Them The AdFest 2020 Branded Entertainment and Effectiveness Lotus entries we judged were mostly made in 2019. Pre-Covid, so we can’t attribute the quality of the work to working from home or to fever. The pieces of work we judged may have been less but in terms of quality, we couldn’t have asked for more. Some of the work we saw were truly outstanding. Strategic, creative, innovative, world-class. My brief to the Branded Entertainment and Effectiveness juries was simple. Was the work different? Did it make a difference? Did it move people? Did it move business? Entries that ticked these boxes – work that got people to stop, stare and share – made the finalist list. What won and why they won We awarded two Gold Lotus awards in the Branded
“Good work doesn’t look or feel like work, which is why so many ads don’t work. Good work is like a good friend we want to spend more time with.” Entertainment category – one to The Most Challenging Ping Pong Table from Japan, the other to A Team Of One from China. The Most Challenging Ping Pong Table was a simple yet remarkable design idea that visualised the challenges faced by para-athletes. As for A Team Of One, we have seen many organ donation campaigns before but none like this. These two pieces of work stood out from the start and the jury was unanimous in awarding Gold to both. We awarded another two Gold Lotus awards in the Effectiveness category – one to A Team Of One, the other to Get Back, Tohoku!
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A Team Of One was a brilliant idea done on a massive scale and succeeded where previous organ donation campaigns failed. It moved some of us to tears. Get Back, Tohoku! was an endearing and enduring campaign that surprised us year after year. The consistency of the craft was remarkable.
On Innovation My favourite Innova Lotus winner was IKEA ThisAbles. The idea is brilliantly simple and has massive market potential. Some call this “purposedriven advertising”. I call this “Innovative Business Solution”. Innovation is not the monopoly of developed nations. Creative thinking and innovation can come from anyone, anywhere. The challenge is to recognise a great idea when we see one and get it to market first.
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On Humanity The jury was torn between A Team Of One and IKEA ThisAbles for the Grande for Humanity. Both were brilliant pieces of work that worked. They were different and made a huge difference. Much as we loved ThisAbles, A Team Of One had a bigger challenge and was produced on a bigger scale. The jury rewarded the team that reached the top of a higher mountain.
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On Culture The Lotus Roots award is unique to AdFest and the region. The work awarded has to demonstrate a cultural relevance that is unique to its place of origin. Entries from Japan should be fresh like sushi, work from
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Thailand should burn like tom yum. Don’t submit work that tastes like a hotdog from New York. On Money There’s a visible difference between an ad and a piece of branded entertainment. We saw more than a few entries in Branded Entertainment that clearly looked like ads. Some were great but we couldn’t award them because they weren’t branded entertainment. A piece of branded entertainment should not look or feel like an ad. Don’t waste money submitting ads hoping they will be mistaken for branded entertainment. On Effectiveness The Effectiveness category wasn’t any less entertaining than the Branded Entertainment category. There’s still a lot of debate on data versus creativity, like we could choose between the two. Data tells us where the customer is. Media gets us there. What we do when we are faceto-face with the customer, that’s creativity. Do we smile, do we sing
or do we dance in front of the customer? Should we bring flowers or offer a gift so he or she will invite us in? Creativity moves the customer that data and media have helped us reach. Data is a hygiene factor we can’t do without. Creativity is the X-factor that moves people to move business. Marry the two for effectiveness in the marketplace and at award shows. Ted Lim is AdFest 2020/2021 Jury President of the Branded Entertainment and Effectiveness Lotus categories. The creative consultant was Cannes Lions Jury President and honoured by AdWeek as 1 of 13 global creative leaders who is innovating advertising worldwide. He led Dentsu Asia- Pacic to a Cannes Lions Grand Prix, the D&AD Black Pencil, the Facebook Award for Innovation, Campaign Brief Asia’s Most Creative Network 2017 and 2018 and AdFest Network of the Year 2017, 2018 and 2019.
28 ISSUE280JANUARY2021 | WEEKENDER BOB HOFFMAN.COM
Facebook corruption never ends Newly released court documents give us a peak at the depths of depravity inside Facebook. We've known for years, and have documented ad nauseam, FB's lies and misrepresentations about their advertising business. This week, new information came to light. TechCrunch reported that according to emails and other info unsealed for the first time in a court case... • COO Sheryl Sandberg knew for years that Facebook was overestimating the reach of FB ads. • Facebook's product manager for
their tool that estimated "potential reach" warned the company that it was making fraudulent representations to advertisers. • An email from one employee asked, “how long can we get away with the reach overestimation?” • In 2017 Sandburg “acknowledged in an internal email she had known about problems with potential reach for years.” • Although they knew their reach estimates were bullshit, they refused to implement fixes proposed by employees. • Facebook resisted correcting their lies because fixing the problem would reduce their "estimated reach" by 10% and would have significant impact on revenue. When a proposal to correct the lies was rejected, the executive making the proposal said, “It’s revenue we should have never made given the fact it’s based on wrong data.”
29 ISSUE280FEBRUARY2021 | WEEKENDER BOB HOFFMAN.COM
The court case in question seems to be based substantially on absurd claims that were reported here back in 2017 when Facebook claimed it reached more people than actually exist. Perhaps you remember this chart when FB said it reached 41 million Americans between the ages of 18-24. Only problem is, there's only 31 million of 'em. Not satisfied with that horseshit, FB then went on to claim more ridiculous reach numbers worldwide. To appreciate the thrilling absurdity of their "potential reach" claims have a look at these numbers which show the actual number of live human beings between 20 and 29 in various countries, the number
Facebook claimed to reach, and the difference between Facebook's preposterous claims and reality. Facebook has never allowed industry-standard 3rd-party auditing of its audience claims. Why? Because Facebook is permeated with liars, con men, fraudsters, and bullshit artists. Anyone who believes a word that comes out of their mouths is an idiot.
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