G4 Media : Race to G-Phoria

72andSunny's recent package for G4-Videogame TV's G-Phoria videogame awards show cut a wide creative swath: a TV promo, wildpostings, online banners, event invitations and a redesigned awards show trophy. "It's gratifying to be pulled in to help shape the experience of an event instead of just creating the ads," says CD Glenn Cole. The posters are intended to have the gritty look of Xerox-art, hand-lettered punk flyers from the '70s, and in keeping with the punk aesthetic, the invite instructions came in a box containing a black leather wristcuff with studs in the shape of a space invader. Along similar lines, the trophy was transformed from a silver-plated joystick to what the agency describes as "a heavy, authentic world champion boxer's belt, emblazoned with Videogame Award World Champion, on a massive gilded medallion intricately designed with videogame icons and symbols, past and present." Greg Perlot, 72andSunny strategy director, notes, "Youth-oriented brands can't connect just with ads