The client wanted kids to use up more physical energy to induce more need for Tiger Energy Biscuits. However, the favorite play-activity of Asian kids is video gaming, something that rarely requires energy. Instead of stopping children from playing video games, we got them to play one that requires a lot of energy – Nintendo Wii. Therefore, we created the Tiger Virtual Games, the world’s first Wii Olympics. The brief was straightforward. It asked us to design and fabricate the playing grounds for this grand event.

Inspiration was simple. Since the Wii games simulated actual sports, we used cues from the actual Olympic arenas to give ours the most realistic feel. Court markings and net for tennis. Ropes and canvas for boxing. Wooden floor for fencing. Velodrome concrete for cycling. Wooden floor and half-court markings for basketball. A winners' podium and a virtual flame on the big screen for the stage area.

Close to 1,000 kids entered the event. Close to 250,000 Tiger Energy biscuit packs were sold in the lead up. Another 4,990 packs were sold on the day.Plus free publicity that amounted to P1,991,040 in radio announcements, P200,304 in newspaper and TV coverage and P 53,272.50 in online exposure.Participating kids also developed a new affinity for the brand because it made them experience the energy and thrill of competing in an Olympic sports tournament.