MANILA, PHILIPPINES – Judging continues here at the In-Game Ads Awards — a one-of-a-kind industry concept that gives recognition to fictional ads for fictional brands in video games. And now, it’s just leveled up to a whole new level of meta!
From the video game world, the In-Game Ads Awards has found a real-world home in none other than the London International Awards, one of the global advertising industry’s most recognized shows — lending it real-world legitimacy and prestige!
In an unprecedented move, our Game On captain, Rey Tiempo, turned the Creative LIAisons onsite mentorship attendees — 130 emerging creative leaders from across the globe — into 130 judges! It marked the first-ever live judging for the In-Game Ads Awards! Five fictional ads for five fictional brands from video game worlds, awarded metals by 130 enthusiastic judges, LIA style!
Thank you to the Creative LIAisons onsite attendees for their lively participation! And to the London International Awards team for the opportunity to stage this milestone, especially on their landmark 40th anniversary!
The following are the in-game ads and the metals awarded by the Creative LIAisons:
1.
Matapang Coffee, LED Billboard from the game “Cyberpunk 2077”
Award: SILVER
2.
Cosmic Burger, Billboard from the game “Split Fiction”
Award: SILVER
3.
Humblebrag People Network, Outdoor Digital Film from the game “Infamous Second Son”
Award: GOLD
4.
Enduro Luxury Motors, Mechanical Ambient Display from the game “Split Fiction”
Award: GOLD
5.
iFruit, Billboard from the game “Grand Theft Auto V”
Award: BRONZE
Let’s hear it from some of our hardworking judges this session! (Deep gratitude to these amazing Creative LIAisons participants for their time and their thoughts! Game On!)
“[Rey’s] talk actually came at a really unfortunate timing- the night before we had the Beach Encore party and getting a room of 130 young and hungover creatives alive and energised at 9am is not an easy feat. But [his] charm, character and content had us in more active conversation after than most other workshops or talks.
…The In-Game Creativity Awards was a great reminder on how creativity in advertising is supposed to be fun, which I think a lot of us forget or take too seriously.
Personally as well, as one of the few LIA speakers in the Asian region, I think [Rey] represented the kind of fun, humor and creativity that exists in Asia, so I really can’t say thank you enough as someone who’s trying to showcase the freshness that exists in our region.” from Elise Meng, Associate Strategy Director, TBWA\ Media Arts Lab, Tokyo.
“…One of the things that I loved about it was that after attending the jury room without being able to judge and get our voice heard, a bit of frustration built up. And being able to get our voice heard, being able to give our opinion was really empowering.
…Having to judge, and express an opinion is really tricky. So you have to trust your first impression, you need to gain confidence and draw on your skills and experience. And for a young creative person, it’s very interesting to realize that you already have some of that legitimacy.
… My favorite was the gaming part. When you grew up being surrounded by video games and realizing that it became so big that we are right now judging real life aspects in them is super fun. It also opens a big field of work for game designers and art directors. Because when you know that creatives are judging ads in your game, you want them to be more and more realistic, relevant, fun… to serve your world, your lore and the immersion.” said Clement Odorico, Art Director, Cheil France.
“Firstly: Getting to give judging a go for ourselves was so refreshing! It was a fun switch up from the previous day where we simply peered into the realm of award judging.
[Rey’s] presentation also made me feel like what I have to contribute to the wider audience team actually matters, especially when it comes to offering my opinions based on being into gaming.I’m now more motivated than ever to include gaming-related advertising in my work. In-game advertising feels under-utilised in New Zealand at the moment, so taking advantage of this space feels like a savvy move.” commented Crystal Hay, Intermediate Copywriter, TBWA New Zealand.
“Rey gave an enticing piece on various new grounds to meet gamers — which is a massive population — as long as we put our creative magnifier closer to every corner of the games. A session that sparked so many new thoughts. 10/10!” said Ngọc Vương, Creative Director, Publicis Groupe Vietnam.
“Early age in advertising gently pushes you to the edge of the story – you watch, but you don’t live it the way you’d like. Rey Tiempo changed that – he heard my silence. He gave us the chance to dive into judging in-game ads, which was pure joy, yet your arm trembles before you dare to raise it, surrounded by so much brilliance.
LIA made me long to be unknowing again – to feel discovery in its freshest form, to meet the world anew, and to live the many firsts that await. Gaming answered through his talk, whispering softly to me:
“You know nothing – and that’s your gift. Here is your first time.” said. Miriam Marin, Creative Copywriter, LePub Milan.
About The Author
Rey Tiempo is a Creative Gaming Specialist from Manila, Philippines. He is the Founder and Creator of Game On, the industry’s first and only column and portal dedicated to Gaming x Marketing. A highly awarded industry leader, he was most recently recognized as a Top 100 Global Creative Leader of the Year candidate by Creativepool. With over 20 years of experience in the largest global and local advertising networks, Rey has been ranked the number one Creative Director in the Philippines and consistently among the top creatives in Asia Pacific and beyond. A Gaming columnist, sought-after thought leader, mentor, and speaker, Rey leads conversations on Gaming and innovations in interactive media on the world’s most prestigious stages. Rey is Chief Creative Officer at Co-Op Play, Creative Gaming ecosystem brand builders.
About the In-Game Ads Awards
The In-Game Ads Awards is the first and only advertising industry awards of its kind that recognizes the creativity of totally fictional ads for totally fictional brands from across video game worlds, as judged by very real, globally-recognized creative leaders. Winning ads get awarded The Trophies – aptly named after the achievement systems found in video games. Found an interesting mock ad from a game you’re playing? Email us your screenshots at [email protected]
