Our thematic idea for the Singapore Media Awards was titled, “Disrupt or be Disrupted”. The word “disrupt” – a term that used to only have a negative connotation, is now a buzzword for innovation and change. With technology as a key driver of disruption, we wanted to challenge media agencies to be the leaders in innovation, rather than led along by trends that have long become lackluster. To do so, all our collaterals had an element of surprise that would “disrupt” the usual routines. For example, when a participant first lands on the website and tries to navigate, the website immediately morphs into multiple design changes, as if a designer has taken over the screen and is still working on the design of the website.
The theme was well received by the media agencies which resulted in the 2016 awards show exceeding its original target submissions by more than 20%. The final awards night also achieved an unexpectedly high number of attendees from the media agencies.
Exceeding levels of attendees