The Year 2006 Student Video Ad Competition
Hosted by the Islamic Arts Museum Malaysia

Background details on Competition

Who?
Students of selected higher-learning institutions.
Entries should be team based:
Teams of 2-6 students

When?
Final submission will be by 28 February 2006

Ideas behind the competition
IAMM wanted to explore a new dimension for their outreach programmes. As museums in Malaysia are often thought to be conservative and traditional, IAMM wanted to try something that is ‘new’ and ‘modern’ that is perhaps more appealing to the younger generation

Previously, we have organised several outreach programmes that include other competitions such as Islamic Calligraphic and Mosque Replica which were targeted more towards school children of both primary & secondary.

Now we would like to take it up a notch and include higher learning institutions as well. As the youth of today are greatly saturated with moving images from the media, we believe they will have the answer in creating something that is modern, innovative and creative for the museum. Hence the beginnings of the 2006 Student Video Advertisement Competition.

Objectives
To create awareness and educate the youth of today in understanding their heritage and culture.
To not only encourage them to be a part of the preserver of tradition and culture, but also to understand the inner
workings of a museum and its roles in society.
An outreach programme to encourage more university and college students to appreciate the aesthetic values as well as historical values of their past.

The results

Grand Prize Winner: RM 5000.00 x 1

Title: Journey Through the Islamic World Institution: Kolej Bandar Utama (KBU) Participants: Aylmer Lee Christine Teng Kui Hie Audrey Hannah Fernandez Tiffany Lim Huey Shyen

Awards
The winning participants will receive prizes as follows:

Overall Winner: RM 5000.00 + Certificates of accomplishment.
Five consolation prizes of RM 1000.00 each + Certificates of accomplishment.
The winning entry will also be aired on local television.
The winning team will be notified and will receive prizes after the judging process is complete
The winning team will have their work showcased at the awards ceremony to be organised by IAMM.

Judging Process
For the first layer of judging, it was undertaken by the Curatorial Department of IAMM as well as the Marketing Department.
We received in total more or less 27 entries and the first layer of judging saw the shortlisting of seven entries.
The shortlisted seven entries were then given to the external judges for the final decisions.

The judges are:
Teck Tan – Director of the provocative film Spinning Gasing.
Desmond Teo – Group Managing Director of Vibes Communication, an ad agency in Singapore
Simon Wilmot – Senior lecturer, School of Communication and Creative Arts, faculty of Arts at Deakin University, Australia.

The judges were chosen for several different reasons:

Their varying expertise yet similar field of study allows three different views from a filmmaker, an advertising person as well as an academician.
Each has also retained a higher degree of knowledge in their field that enables them to recognise important elements of
what makes an advertisement memorable or outstanding in terms of execution, background music and visual.
As each also understands different media environment from three different countries (Malaysia, Singapore &
Australia), it also gives an added advantage of judging it according to their own specific knowledge and taste.

Judging Criteria

Concept - narrative structure and flow
Audio  - creative and appropriate use
Effectiveness - promotional value for the museum
Overall Impact - viewers’ reaction

Duration of entire competition
5-6 months – Inclusive of correspondence, promotion, competition duration itself (concept, actual shooting & editing), first layer judging and shortlisted judging by external judges as well as prize-giving ceremony.

• Back

<Previous