Title	LAST METAL STANDING
Brand	STUDIO BRUSSEL
Product/Service	RADIO STATION
Category	A07. Use of Real-time Data
Entrant	MUTANT Antwerp, BELGIUM
Idea Creation	MUTANT Antwerp, BELGIUM

Name	Company	Position
Odin Saillé	Mutant	Creative Director
Maarten De Cuyper	Mutant	Business Director
Ruben Van Maldeghem	Mutant	Copywriter
Jonas Marysse	Mutant	Art Director
Frank Schouwaerts	Mutant	Design Director
Toya Verstrepen	Mutant	Designer
Innie Tran	Mutant	Account Manager
Wim Vanhenden	nøcomputer	Project Director
Silke Derudder	nøcomputer	Developper
Jan Vantomme	nøcomputer	Developper
Kurt Drubbel	nøcomputer	3D modeling & animation
David Lenaerts	nøcomputer	3D programming/webgl

Why is this work relevant for Creative Data?

We created a virtual moshpit where metal heads could safely mosh during the pandemic. Each metal head was represented by an avatar that constantly changed position on the basis of real time data. By answering metal questions correctly and quickly for 66 minutes, the avatar moved towards the centre of the pit. Each avatar thus constantly influenced the movement of the entire moshpit. In the end, only one avatar remained, the last metal standing, who won 666 years of free metal festivals.

Background

Metal heads mosh. Even though a mosh pit seems like the most uncontrollable and dangerous thing for outsiders, for a lot of metal fans it’s a safe place where they can be themselves. A place with an unmatched feeling of togetherness that forges a bond for life. Unfortunately metalheads had to miss this feeling for the 2nd year in a row. I think we all know why ;). Metal heads game, too. The metal community is strongly present in the gaming and coding world. Belgian radio station, Studio Brussel decided to use these insights to draw a bigger crowd to its annual metal special called: The Loudest List, which is made up of 666 songs chosen by public vote.

Describe the Creative idea / data solution (20% of vote)

We created an experience to get metalheads together responsibly: a virtual moshpit we dubbed ‘The Last Metal Standing’. Metalheads had to claim their place in the pit by voting their favorite metal songs in The Loudest List. During the week of voting, the digital pit filled with avatars. When voting closed, the mosh pit took off. The faster and better metalhead responded to metal questions, the closer their avatar got to the center of the pit until the strongest metal connoisseur prevailed. The last metal standing won the ultimate prize: 666 years of free metal festivals. That’s right, 666 years, an eternity pass you can pass on for generations to keep the metal legacy in the family.

Describe the data driven strategy (30% of vote)

Every year, people vote for the loudest list of radio station Studio Brussel. But because metalheads are also avid gamers, we decided to automatically give everyone who voted a digital avatar in a virtual moshpit. For a whole week, the virtual pit filled up with avatars, each representing a metal head who voted. All metal heads were invited and targeted to mosh for 66 minutes for the chance to win a unique prize: 666 years of free metal festivals. Based on their real time data such as correct answers, answering speed and time spent on the platform, avatars moved to the centre of the pit.The metal head whose avatar remained in the centre at the end was the winner.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

For 66 minutes, metal heads were asked questions and dilemmas about the metal genre. The more correct answers and the faster the answer, the higher you got in the ranking. But instead of just showing a ranking, we turned the real time data into a live virtual mosh pit. Each metalhead was represented by an avatar that they could track and that constantly changed position. The more correct and faster the answers, the closer the avatar moved to the centre of the pit in order to become the last metal standing. This way, we gave metal heads back home the glorious feeling of the mosh pit.

List the data driven results (20% of vote)

The virtual mosh pit attracted 26,800 metalheads who voted for Studio Brussels' loudest list, the largest audience to date: 33% more voters than last year. The average engagement on the platform of the virtual mosh pit was 66(!) minutes. The fastest correct answer was given in 0.282 seconds.