These days, the ideas that most excite me are the ones with which we interact with in an unexpected way. These are the truly disruptive ideas, where often the medium is part of the message and part of the idea. As technology develops, there are more and more opportunities to create these unusual pieces of communication.
At the annual Malaysian advertising awards, the Kancils, there are two categories that pay tribute to this type of concept: “Rebel Idea” and “Innovative Use Of Media.” Most often, the ad agencies that are the most influential – and the most exciting – are those who win in this realm. It’s why I am extremely proud that at this year’s Kancil Awards, Draftfcb won Silver in each of these categories for BurgerLab’s “Caller ID Hijack”. It’s worth mentioning that these particular categories had judges who each have a Cannes Grand Prix to their name.
Here’s to Raymond Ng, creative director, and his team for finding the glitch in the way Facebook automatically synchs contacts. It was this chink in McDonalds online armour that facilitated a very cheeky victory for BurgerLab, a cult eatery in Kuala Lumpur. To find out how David defeated Goliath, on a budget of $0.00, click here.
Title: FACEBOOK CALLER ID HIJACK
ECD: Rupert England
CD: Raymond Ng
Copywriter: Raymond Ng
Art Director: Eric Leong/Maharis Azman/Steve Ooi/Richard Chin
Digital Designer: Eric Leong/Maharis Azman
Account Management: Lynette Sandhu/ Bernice Chan
Agency Producer: T. Kalithasan/ Brandon Chai