Singapore Gong Awards
Singapore Gong Awards
Singapore Gong Awards
The Creative Circle
The Creative Circle
The Creative Circle
Branding | 2022
Branding | 2022
Branding | 2022
Local awards aren’t seen as prestigious a win compared to international 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.
Local awards aren’t seen as prestigious a win compared to international 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.
Local awards aren’t seen as prestigious a win compared to international 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.
Alongside sharing our campaign and tagging renowned advertising creatives, we visited local agencies to display our posters prominently on their walls.
Alongside sharing our campaign and tagging renowned advertising creatives, we visited local agencies to display our posters prominently on their walls.
Alongside sharing our campaign and tagging renowned advertising creatives, we visited local agencies to display our posters prominently on their walls.
We created spoof renditions of iconic ad campaigns, humorously highlighting that while everyone can create "moldy Whoppers" and "draw ketchup", only those based in Singapore can win a gong.
We created spoof renditions of iconic ad campaigns, humorously highlighting that while everyone can create "moldy Whoppers" and "draw ketchup", only those based in Singapore can win a gong.
We created spoof renditions of iconic ad campaigns, humorously highlighting that while everyone can create "moldy Whoppers" and "draw ketchup", only those based in Singapore can win a gong.