This is the 1st time I join an advertising event in Malaysia. Instead of boring talks like previous years, the organizers decided to hold a workshop in Sunway Resort Hotel which gave students the opportunity to work directly with 6 top Executive Creative Directors (ECD):
Executive Creative Director of Young & Rubicam
Executive Creative Director of TBWA-ISCMalaysia
Regional Executive Creative Director of Grey Worldwide
Executive Creative Director of Naga DDB
Executive Creative Director of BBDO
Executive Creative Director of Ogilvy & Mather
The brief was to turn Tat Sing rubber slippers into a global cult. These are very ugly slippers, it looks cheap and nothing special.
This is its picture [link]
I even didn't know where the hell this Tat Sing came from
After 3 hours of discussion and arguement, we came out with this idea: we called our slippers the SIGNATURE SLIPPERS and the tagline is 'your own signature'.
The slippers bundled with a packet of marker pens that sells at around RM5. Not only it's cheap, but you can also draw on it, anything you want Our purpose is to let the customers create their own identity, personality from the slippers.
My group (only 4 members) was the 1st to present this idea to Rahul, ECD from Young & Rubicam. I forgot to mention each ECD directed 5-6 groups and my group was under Rahul.
Next, 6 ECD spent some time on discussion to choose the very best group to win the prize
And guess what...
From 95% blog [link]
The two winning groups are :
2nd Prize went to the group who positioned it as the 'No Choice' slipper, an anti-fashion statement. In the three hours, this group managed to express the brand idea very well in a series of POS and ambient ideas.
1st Prize (this is my group with only 4 members) was awarded to the group who branded it as the 'Signature Slipper', packing it with a set of three markers for customers to design their own personalised slippers. This won over the artist's designed slipper as it was down to earth, accessible to everyone and allows young people the opportunity to self-express.
'I am the sixth from left.'
The prize here is an invitation to the Kancil Awards night, and I missed it because of my stomachache, what a pity!
This ticket costs RM250 per person, huhu
You can read more about Kancil Awards here [link]