Gaming & E-Sports

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2023 SILVER

Become

For 20 years Xbox’s iconic hero the Master Chief stood for heroism. But in 2021, the world had enough superheroes. Heroism had evolved from individual to collective and from super-human to just human. To rekindle love for Halo, “Become” didn’t focus on the 7-foot-tall soldier, but instead on the stories of hope and humanity that make Chief’s heroics possible. Gamers literally put themselves behind Master Chief’s visor to show that Master Chief is all of us. “Become” gave the heroism new meaning and led to Halo’s biggest launch in history. ¦For 20 years Xbox’s iconic hero the Master Chief stood for heroism. But in 2021, the world had enough superheroes. Heroism had evolved from individual to collective and from super-human to just human. To rekindle love for Halo, “Become” didn’t focus on the 7-foot-tall soldier, but instead on the stories of hope and humanity that make Chief’s heroics possible. Gamers literally put themselves behind Master Chief’s visor to show that Master Chief is all of us. “Become” gave the heroism new meaning and led to Halo’s biggest launch in history.

Brand: Xbox's Halo Infinite
Client: Microsoft Xbox
Agency: 215 McCann
Language: English

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