Many creatives refer to awards as metal. So, inspired by 90s arcade fighters like Mortal Kombat, we created Metal Combat! A playable arcade game featuring Ideas as fighters. They battled for metal in arenas inspired by award categories.

The game was built in-house for a budget of $0 that matched our $0 media spend. By fueling the industry’s competitive spirit, it led to a rise in the number of entries, including a record number of entries from agencies which hadn’t participated in years. Now, that’s a K.O.