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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 logos were given the heavy metal treatment. After all, no one is as hardcore about great ideas as these guys.

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.

No MetalFest would be complete without merch! These could be customised with agency ‘band’ logos, encouraging creatives to rally for their agencies.

A gauntlet for true metalheads: to download the award entry kit, creatives had to first unlock the site by screaming loud enough.