MetalFest Gong 2016

For many creatives, winning Gold, Silver or Bronze at award shows means winning a ‘metal’. Inspired by this, Singapore’s annual creative award show, the Gong Show, is reimagined as a ‘metal’ celebration. It is titled ‘MetalFest Gong 2016’.

Borrowing from heavy metal’s visual style, tone and manner, the MetalFest call to entry campaigned played up creatives’ obsession with collecting metals. All communications directed would-be participants to a specially created MetalFest website. Amidst powerful and heavy metal riffs, the site housed information about the award categories, the juries, and most crucially, the entry kit. The catch was, access was restricted — and only true metalheads could unlock the site. The landing page prompted vistors to turn on the microphone and scream; only those who screamed loud enough would be deemed worthy of entry. Once entered, the full site reveals itself in a blaze of glory to true metalheads.


D&AD Wooden Pencil 
Crafts for Advertising, Illustration for Advertising

Tokyo Type Directors Club
2017 Annual

Creative Circle Awards 
15 Silver, 5 Bronze by Sean Tan, 2019