BBH Singapore are fighting fit for the Gong Awards
The agency's Innovation Lab has raided the arcades to create a retro fighter for the Singaporean awards show, featuring such pugilists as 'The AI Idea', 'The Big Idea', and 'The Bottom Drawer Idea'.
Credits
powered by- Agency BBH/Singapore
- Production Company In-House at Agency
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Unlock full credits and more with a Source + shots membership.
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
![](https://d17mj1ha1c2g57.cloudfront.net/v1/ORh_xMUj-f7Z73u8gCqJ7WY6NRc/1024x576%23/80/shotsmag/production/clips/1ff09c2d-9992-4662-bd25-b469f64ac256/1721381682530.jpg?v=1&quality=80&format=jpeg)
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
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.
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.”
Credits
powered by- Agency BBH/Singapore
- Production Company In-House at Agency
-
-
-
Unlock full credits and more with a Source + shots membership.
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
- Art Director Jonathan Chen
- Art Director Melissa Ho
![](https://d17mj1ha1c2g57.cloudfront.net/v1/QfEH8W5CQloV7TUVfNpJnvxBPvg/1024x576%23/80/shotsmag/production/clips/7f0eab42-230c-4a6b-970e-57db6deb2af2/1721385340129.jpg?v=1&quality=80&format=jpeg)
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
- Art Director Jonathan Chen
- Art Director Melissa Ho