Background
Knowing that creatives love collecting ‘metals’ — industry lingo for Gold, Silver and Bronze — we reimagined Singapore’s annual creative award show as a ‘metal’ celebration, with our call-to-entry campaign borrowing from heavy metal’s visual style, tone and manner.
Agency ‘Bands’
Agency logos were given the heavy metal treatment. After all, no one is as hardcore about great ideas as these guys.
Posters
Painstakingly illustrated and silkscreened by hand, with skeletons clutching or reaching for Gong Show trophies, a dig at how creatives would die for an award.
Merchandise
No metal fest would be complete without merch! These could be customised with agency ‘band’ logos, encouraging creatives to rally for their agencies.
Website
A gauntlet for true metalheads: to download the award entry kit, creatives had to first unlock the site by screaming loud enough.
