Local awards aren’t seen as prestigious a win compared to interntiaonl ones. We identified this as an opportunity to speak about the Gongs in an authentic, irreverent way that’s never been done before. Precisely because of its strictly local nature, even the biggest international names in advertising can’t compete with Singapore based creatives for this proudly local award. We put out a copy-driven campaign that playfully calls out advertising’s most famous creatives, playing on the fact that however great their work has been, they simply cannot win a Gong without being based in Singapore.