Kancil Awards

The Malaysian Advertising Awards

(8.5) RADIO & RADIO CRAFT [Sound Design] - MERIT, Carpenter, PUBLICIS COMMUNICATION MALAYSIA

Title
Carpenter

Product / Service
Hardware Store

Client
Mr. D.I.Y. Trading Sdn Bhd

Brief
MR DIY is more than a store that offers a range of do-it-yourself hardware. Its wide selection of supplies serves not just as tools but a source of inspiration. In fact, a visit to the store for DIY enthusiasts will launch them passionately into a desired project or task.

Solution
This pair of radio commercials depicts the words of wisdom from a Carpenter and a Chef. In an overt and passionate manner, they comically apply word play in their expressions to allude to the variety of wares available at MR DIY.

Translation
Trainer: Alright, with everything in place, let's get our training started! First of all, the content should be convincing, every sentence should be sawn down, strong and forceful! Hammer your point home, make it powerful and resonating! Plane down the main points, so that they are crystal clear. Make the viewpoints incisive, like freshly cut with a knife. Not too fast, or else, you will be chewing on screws. The shape of mouth is important too, not too wide, use a measuring tape if you need to. When things are proper and logical, you will be able to nail it! Attendee: Sir, are you a carpenter or a speech trainer?! Announcer: Mr DIY, lead your life with passion!

Executive Creative Director
Monica Chen

Copywriter
Ang Sin Kean

Client Service
Khor Chia Yin, Leon Tang

Agency Producer
Jennifer Hendroff

Production House
Real Time Studios

Production House Producer
Jennifer Yiew

Sound Engineer
Dennis See

Vocalist
Tan Chuan Hui, Ivan Teh, Nicole Chong

 

Kancil-PublicViewing

Public Viewing Site

 

Kancil-2017

Kancil Awards 2017 Winners

 


Kancil Awards YouTube channel View the Kancil Awards 2006 — 2015 winning entries on YouTube.