FOR a university college to bag the top award at an awards ceremony is an achievement. For it to win the award again the following year is a resounding victory indeed!
But that is exactly what six students at Limkokwing University College of Creative Technology (LUCT) did at the Adoi Adrenaline Student Creative Awards ceremony recently. They took home the Best of the Best award again, in an almost repeat performance of last year’s victory but this time, with a haul of one silver, two bronze and four merit awards.
Yunika from Indonesia won the silver medal in best print (individual), and the bronze award in best multimedia campaign. Three merits were picked up by Teh Chee Mun and Sharon Lim in the best print (copywriting) category, Li Yuan Bo in best logo (design), and Norman Tang in best print (illustration). Tan Shwu Lin, bagging the bronze in the best TVC (video or storyboard), rounded up the team and clinched the title for LUCT.
A total of 15 awards were given out by the judges who comprised mainly industry experts. All winners received two years’ subscription of Adoi Magazine worth RM200, a certificate, a free write-up in the magazine, and an invitation to the Malaysian Creative Circle Awards 2004 (MC2), organised by the Malaysian advertising industry. The Best of the Best title also carries the prize of a trip to the Asia Pacific Advertising Festival (Adfest) 2005 in Pattaya, Thailand.
A total of 10 colleges took part in the event. International Advertising Association's (Malaysian chapter) president, Rishya Joseph, said: “These awards play an instrumental role in helping young students prove their mettle to prospective employers prior to graduation.”
This year’s competition was centred on the Agape Home for children. Participants were required to come up with materials that would convince the public to support the home. The judges based their decisions on two criteria: originality of the idea and the quality of execution.
LUCT lecturer Henry Lee said that there was no substitute for hard work if one wanted to win. “Yunika, for one, worked tirelessly and put in many hours before she was satisfied with her entry,” he said.
“In fact, all our winners put in their best effort. They did something again and again until they got it right. Perseverance and commitment were the keys to their success.
Yunika used an illustration of a cream to drive home the message of physical and emotional burns and scars suffered by children.
“The idea came after a visit to the home when Sister Serena Wong reminded me that apart from physical scars, the children bear a lot of emotional ones as well,” she said.
Teh Chee Mun and Sharon used strong words to provoke someone into giving more thought to helping the less fortunate. Bronze winner Tan Shwu Lin employed a more straightforward idea – she used a battered doll with the message, “Physical wounds may heal but a battered soul can only be mended with love”.
Love also featured strongly in Norman Tang’s entries which read “even love needs water to survive; even love needs room to grow”. The first line depicted a goldfish struggling for space in a fish bowl while the latter showed a plant needing room to grow in a cramped house.
LUCT president Tan Sri Lim Kok Wing described the six students as “creative, versatile, tech-savvy and industry-ready graduates who are ready to lead immediately upon joining the workforce”.
He said that the students' success also confirmed how important passion was in creativity.
“Passion translates to enthusiasm and dedication. This in turn, leads to the right orchestration of whatever one sets out to do.
“With passion, students are motivated to break the norm. They are not afraid to fail and dare to venture forth with confidence. Our students have passion – that’s why they win awards,” he added.