31st Annual Loerie Awards: feed your ego

Africa's premier advertising awards show, The Loerie Awards, is really all about feeding egos. Armed with this insight, a web game was created where industry players could create their own ego avatar and put them into battle against other egos - an online metaphor for the awards. This viral was created by MetropolitanRepublic South Africa to drive people to play the game to win an all-expenses-paid trip to the festival.