The Gongs, as a local award show is only open to locally produced work. Which means even a junior creative who wins their first Gong can proudly say, “I’ve won more Gongs than any industry legend.” Not a bad claim to make while you’re still out there chasing Lions and looking for Pencils.

So instead of downplaying its local nature, we leaned into it. By calling out some of advertising’s biggest global names - who simply can’t compete unless they’re Singapore-based - we turned local exclusivity into a badge of honour for Singapore’s creative community.