Muma Malaysia Strikes Golden Kancil At Inaugural Kancil Awards Appearance

Independent agency Muma Malaysia emerged victorious at the PETRONAS Kancil Awards 2022, when it was awarded the prestigious Golden Kancil for their Libresse “V-Kebaya” submission.

Established only four years ago, it was Muma’s debut at the Kancil Awards and they certainly made an impression with their haul of six gold, three silver, two bronze and three merit awards, along with the coveted Golden Kancil.

Muma co-founder and creative partner, Choo Chee Wee said, “Winning the Golden Kancil award at our debut in Malaysia’s most prestigious advertising awards competition is a humbling experience and it reflects the faith, passion and hard work of everyone who was involved in the V-Kebaya campaign. 

No man is an island and this win truly embodies that teamwork – from our client Libresse who gave their unwavering support and everyone on Team Muma of course, to the talented kebaya embroiderers who brought our unique floral redesigns to life beautifully and our production partners. 

Beyond that, we have the celebrities and influencers who joined the Malaysian public to stand by the brand when it sparked controversy and became the nation’s most talked about campaign, even trending on Twitter and remained in the Top 10 topics for over a week.”

The Libresse “V-Kebaya” campaign earned Muma six golds and three silvers while its Vinda “Emo-Amplifier” packaging earned the homegrown agency two bronze awards and Libresse’s “Womb-Mojis” and “Stationer-V Box” submissions received three merit awards collectively.

“No matter how big or small the brief is, we will continue to strive for creative excellence and push boundaries to create unique, clutter-breaking works for our clients. I have a great team with a strong can-do spirit working alongside me to achieve this goal,” added Choo.

Muma’s sweep at the local Kancil Awards ends a great creative year for the boutique agency who had earlier in the year made its mark at two celebrated regional creative events when it received the ‘Independent Agency Of The Year’, ‘Lotus Roots’ and a silver ‘Brand Experience Lotus’ at the ADFEST Lotus Awards; and won ‘Agency Of The Year (Malaysia)’, ‘Grand Prix Healthcare’, and ranked third in ‘Independent Agency Of The Year’ at Spikes Asia.

Co-founder and managing director Pang Li Li said, “The accolades we have received from acclaimed local and regional industry awards prove that it is not the size of the agency but the quality and attitude of the people within that makes it successful. 

Our ethos is simple – create impactful ads that work for our clients, resonate with consumers and gives us a sense of pride – and we value clients who share the same belief.”

Muma may be relatively young but its co-founders have four decades of advertising experience behind them working in international agencies in Malaysia and in agencies around Asia. 

Petronas Kancil Awards 2022

Client & Campaign Category Award
Libresse “V-Kebaya”
  • The Golden Kancil
  • Culture Kancils
  • Kancil For Good (Direct)
  • Kancil For Good (Design)
  • Kancil For Good (Brand Experience & Activation) 
  • Best Use Of Cultural Insights In Design
  • Best Use Of Cultural Insights In Brand Experience & Activation
The Golden Kancil







  • Best use of Brand Experience & Activation (Non-Digital) 
  • Best use of Direct (Physical) 
  • Best Use Of Cultural Insights In Direct Marketing 



Vinda “Emo-Amplifier”
  • Best use of Direct (Physical) 
  • Packaging Design 


Libresse “Womb-Mojis”
  • Best Digital-LED Brand Experience
  • Kancil For Good: Brand Experience & Activation 


Libresse “Stationery-V Box”
  • Best use of Direct (Physical) 


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

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