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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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If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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