Gaming & E-Sports

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2023 BRONZE

Tony the Tiger on Twitch: The First Mascot Turned Streamer

Tony the Tiger, Frosted Flakes’ strongest creative asset, had become a two-dimensional, walking cereal huckster and nearly unrecognizable to teens. This is a story of how we jailbroke Tony the Tiger out of the confines of the :30 TV ad and started an all-out blitz to rebuild his fan base, by turning him into a real-life gaming streamer. The first brand mascot to do so! As a result, Tony the Tiger made the Top 10 most-watched streams globally, garnering more participation than the most popular streamers on Twitch. ¦Tony the Tiger, Frosted Flakes’ strongest creative asset, had become a two-dimensional, walking cereal huckster and nearly unrecognizable to teens. This is a story of how we jailbroke Tony the Tiger out of the confines of the :30 TV ad and started an all-out blitz to rebuild his fan base, by turning him into a real-life gaming streamer. The first brand mascot to do so! As a result, Tony the Tiger made the Top 10 most-watched streams globally, garnering more participation than the most popular streamers on Twitch.

Brand: Frosted Flakes
Client: Kellogg Company
Agency: Leo Burnett / Chicago
Language: English

2022 GOLD

Every Gamer Counts

In a cluttered gaming landscape, how could McDonald’s breakthrough with the gaming community, to earn attention and connect with young gamers? We focused on how everyday gamers felt discouraged from participating in tournaments dominated by experts as the

Brand: McDonald's
Client: McDonald’s GCC
Agency: Publicis Groupe - Studio m
Language: English

2022 BRONZE

Game Like Henedy - PUBG MOBILE

PUBG MOBILE’s summer celebrity partnership campaign with one of most-loved celebrities in the Arab world, Mohammad Henedy brought humor and positivity to our community of players across the region, especially Egypt, and showcased the true essen

Brand: PUBG MOBILE
Client: LEVEL INFINITE
Agency: Hill+Knowlton Strategies
Language: English