Metal Combat
The Creative Circle Awards (GONG) 2024
The Creative Circle Awards (GONG) 2024, Singapore’s premier creative competition, is thrilled to announce the launch of its 2024 edition. This year’s theme, “Metal Combat,” will bring a lively ’90s vibe and showcase the fierce competitiveness of the local creative industry as agencies compete for the coveted medals.
Built in-house by BBH Innovation Lab, "Metal Combat: The Gong Awards 2024" is a playful invitation to the ultimate battle in creativity. In the game, players can choose from a variety of tongue-in-cheek advertising idea archetypes and battle for supremacy in arenas inspired by award show categories such as Design, Direct, and OOH.
Character Introduction Video
Characters
Each playable fighter has a lovingly crafted satirical design, peppered with advertising cliches and in-jokes. The game's retro-core look was inspired by 90s fighting games, modernised and built from scratch in-house in Unreal Engine.
Characters inspired by Idea Tropes:
A fighting game needs fighters, and since the Gong Awards is a battle of ideas, our fighters will be based on advertising idea tropes.
Campaign Launch poster
3D Billboard at Ten Square, Singapore
Characters Design
