GMR - Play Connected
Award: Yellow Pencil
Yellow Pencil / Experiential / Use of Technology / 2021
Award: Graphite Pencil
Graphite Pencil / Digital Design / Connected Experiences
Award: Graphite Pencil
Graphite Pencil / Product Design / Leisure & Sports
Award: Graphite Pencil
Graphite Pencil / Gaming / Brand Partnership
Award: Wood Pencil
Wood Pencil / Design Transformation / Digital
Award: Shortlist
Shortlist / Product Design / Consumer & Wearable Technology
GMR is a smart insole aimed at getting a generation of young gamers moving by connecting their in-game FIFA Mobile skills with real life activity. To launch it, adam&eveDDB tapped into gamers’ competitive nature to get ahead, and injected social competition into every element of the campaign – from product development to comms. Results, so far: Shots and passes: 19,744,778. Distance moved: 599,201,723 metres.
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