Feed Your Ego
- Brand
- Loerie Awards
- Year
- 2009
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Other
- Platform
- Web
- Agency
- Hellocomputer
Objective
The Loerie Awards — the top honor in African advertising and design — needed to pull the industry's attention toward its 2009 festival, its first year in Cape Town, and get admen and creatives themselves invested as an audience. The tone MetropolitanRepublic and Hellocomputer chose was self-mockery: play on the industry's own inflated sense of itself.
Solution
Feed Your Ego lived on its own microsite, where visitors entered the fray as themselves and squared off one by one against the puffed-up "egos" of well-known industry names. Each round played as a head-to-head clash, the site keeping score as the player worked through the field of opponents. Win enough duels and the prize was the crown — bragging rights as the biggest ego standing, with the joke landing squarely on the players themselves.
- 1
Players enter Feed Your Ego, a browser-based microsite built for Loeries (The Loerie Awards), the leading advertising and creative awards institution in Africa, inviting them to feed their own ego.
- 2
The core loop is a series of one-on-one competitive matches, each pitting the player against the inflated "ego" of a well-known advertising-industry figure.
- 3
Players progress by defeating these opponents one after another; beating the full run of egos rewards the player with the game's top prize, the "ultimate crown" for the biggest ego.
