Kick-off: The teams and MAA leadership posing for a group photo before the start of the challenge.
University students took centre stage at the inaugural Malaysian Advertisers Association (MAA) Trailblazers: The Ad-venture Challenge, sweeping two of the top three spots, including the coveted champion’s title.
Designed to mimic the real pace and pressure of life in the marketing industry – from rapid-fire ideation to juggling competing tasks and presenting improvised elevator pitches – the Amazing Race-style marketing competition saw Malaysia’s brightest young marketers – many still in university – outshine agency pros and industry veterans as they raced from challenge to challenge, putting their creativity and teamwork to the test.
The top team, AiScReam, comprising Sunway University students Alycia Yap Kay Lynn, Cheah Renee and Wong Zi En, captured the judges’ attention with their inventive strategies, quick thinking and infectious team spirit – proving that bold ideas and fresh perspectives can take on the best in the business.
Champs: (From left) Cheah, Yap and Wong celebrating their win with (from right) Claudian, MAA vice president and event organising chair Foong Ai Peng, and Billups managing director (Southeast Asia) Angie Cutter.
Hot on their heels was Team TD from Taylor’s University. Abdul Hafidz Abdul Halim, Nik Farra Arisha Shaharin and Safiyya Sheriza claimed second place after a fierce, day-long contest.
Industry participants Daryl Cheong, Jasmine Reynell and Melanie Woo, from a brewing company, took third place.
Held on May 23 at KL Wellness City, the challenge aimed to nurture the next generation of marketers, encourage creativity and build future-ready advertising talent,
It saw the participation of students, agency professionals and industry veterans from across Malaysia.
MAA president Claudian Navin Stanislaus said seeing two student teams take the top spots was a “nice twist”, as it meant the future of the industry was bright.
“What brought a smile to me was seeing the full spectrum of the industry – young and senior – running around excitedly, having fun, with energy and ideas, away from the confines of the walls and boundaries that often keep us apart,” she said in a press release.
Sunway University academic Fahizah Shamsuddin said seeing the students overcome challenges and make it into the top three was an incredible moment of pride.
“The experience really showed me that theory and industry experience matter, but it’s teamwork and putting knowledge into practice that make all the difference,” she said.
