Metal Combat
Award: Shortlist
Shortlist / Writing for Design / Digital / 2025
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.