Metal Combat

The Association of Accredited Advertising Agents Singapore / BBH Singapore
CREARCHIVE Score
27.6
The Association of Accredited Advertising Agents SingaporeMetal Combat2025
Metal Combat
BrandThe Association of Accredited Advertising Agents Singapore
AgencyBBH Singapore
Award ShowD&AD
CategoryDESIGN
Year2025
CountrySingapore
Description

To reignite interest in the Gong Awards, Singapore’s premier advertising festival, we turned the awards game into a literal game, playable on the Gong Awards' entry website. Inspired by retro arcade fighters like Mortal Kombat, Metal Combat transformed ten archetypal advertising ideas into playable characters, battling in arenas themed after award show categories. This gamified approach tapped into creatives' competitive spirit, driving increased submissions and making the Gong Awards 2024 impossible to ignore.

Awards
  • • D&AD — Writing for Design — Wood Pencil
  • • D&AD — Writing for Design / Digital — Shortlist
Credits
ClientThe Association of Accredited Advertising Agents Singapore
Design AgencyBBH Singapore
Entrant CompanyBBH Singapore
Advertising AgencyBBH Singapore
Production CompanyBBH Singapore, FVSE
ShareXIN
The Association of Accredited Advertising Agents SingaporeBBH SingaporeD&ADDESIGNSingapore

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