ln heeding its own advice, the Kancil Awards 2011 has revamped several categories and judging formats to remain fresh while challenging the creative industry to "Stop The Ordinary", this year's theme.

A creative Media Award has been added to the list of categories in recognition of the role that media innovation plays in creativity. The award, although not restricted to any specific media, aims to allow the creative industry to create inventive opportunities in an increasingly congested environment.

The Digital category renamed Cyber Kancil, is now expanded to recognise the rising role of digital messaging by Malaysian advertisers. Two new categories, Social Media and Technology/lnnovation, will award agencies breaking new ground in the development of online ideas.

ln acknowledging the maturity of the Malaysian advertising industry the judging of craft awards will no longer be segregated by individual categories. Instead all film created for online or television will be judged collectively, and all print media craft will similarly be under one jury, aligning the Kancil Awards with many international award shows. ln the previous Kancil awards, judging the various print media categories were allocated their own craft awards.

Each year, the Kancil Awards seeks out the cream of advertising and design students from colleges and universities. This year's brief for the popular Student's Award, provided by the Star, challenges them to generate readership of the newspaper among a younger audience. The students will in effect be targeting themselves with their ideas. "The need to be more competitive in a tough economy from a creative perspective is vital," says Jeff Orr, Chairman of the Creative Council. "We need to chart new creative territories, and take the high ground in achieving competencies that reflect the full service' model effectively and efficiently."

A group of highly qualified international creative directors have been invited to join the local team for four days of judging. "All four international judges have been selected for their consistently exceptional work" said Gavin Simpson, Group Executive Creative Director of Ogilvy Malaysia and Jury Chairman for the Kancil Awards 2011.

The international judges are Dave Bowman, joint Executive Creative Director of Whybin/TBWA/Tequila; Santosh Padhi, Chief Creative Officer and co-founder of Taproot lndia; Doug Schiff, Executive Creative Director of Ogilvy Beijing; and Warawut Kaennakham, currently ranked as one of hottest creatives in Thailand and Asia.

"ln the past decade, the digital revolution saw significant changes to the way content is created and experienced," said Nicky Lim, Chairman of Kancil Awards 2O11. "ln the next decade, clients must confront an audience with a short attention span and a slew of media options. lt must be our goal lead the change with a creative thrust that engages the audience and sells the message. 'Stop The Ordinary' sends a strong message to the advertising community and our clients to create bold, breakthrough ideas."

The Kancil Awards 2O11 will be held on 15 December at the Shangri-La Hotel, Kuala Lumpur, is hosted by the Association of Accredited Advertising Agents Malaysia (4As). The Kancil website,enter.kancilawards.com, is now open for submissions. The deadline for all entries is no later than 5pm on 4 November.