BBH Singapore are fighting fit for the Gong Awards

Gong Awards – Gongs Launch

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Agency BBH/Singapore
Production Company In-House at Agency

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Credits

powered by

Agency BBH/Singapore
Production Company In-House at Agency
Music Supervision & Audio Design Partner Fuse Adventures In Audio
Chief Creative Officer Sascha Kuntze
Executive Creative Director Khairul Mondzi
Executive Creative Director. Janson Choo
Associate Creative Director Nico Tangara
Associate Creative Director. Luke Somasundram

Art Director Wu Sixin
Senior Copywriter Ishan Venkat
Executive Producer & Head of Production Wendi Chong

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Who wins in the fight between budget and ideas? Between AI and influencer? Between big concept and bottom drawer?

Well the curious can finally put their theories to practice in BBH Singapore's cheeky campaign for the Gong Awards; the agency's Innovation Lab having built a fully-functioning and wonderfully retro arcade fighter: Metal Combat.

Available to play via a dedicated website, the game's acerbic cast of characters has been built from scratch in-house in Unreal Engine, with a superbly authentic aural finishing touch via the fully realised custom soundtrack created by Fuse Adventures in Audio.

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Even more delightful is the DM element of the campaign, with a specially-designed game-themed mailer sent to each 2024 Gong Award jury chair, consisting of a hand-made game cartridge containing details of the URL needed to access the game once it goes live.

“Creative award shows are all about the battle of great ideas," explains Sascha Kuntze, Gong Awards 2024 Co-Chairperson and Chief Creative Officer at BBH Singapore. "We thought it would be fun to make that metaphor playable.”