D&AD New Blood Awards 2022 Winning Entry: Can’t Relate? Come Debate!

Top Trumps wants to re-envision their iconic card packs as ultimate status symbols for 18 to 25 year-olds.

We introduced unpopular opinions to celebrate diversity and open up room for playful debate among Gen Zs. Through a refreshed user-generated gameplay, we turned what was once a childhood game into a bold statement of identity, spurring Gen Zs to challenge their deepest, darkest, quirkiest opinions.

Executed across physical and digital touch-points frequented by Gen Zs, Can’t Relate? Come Debate! is an integrated campaign that empowers young adults to show off what makes them unique even in a world filled with differences.

Because Top Trumps will always be whatever they’re into.

Awards

This entry clinched a Yellow Pencil at the D&AD New Blood Awards 2022 and is the only Yellow Pencil awarded for the brief.

It also achieved a bronze in the Communications category at Singapore’s Crowbar Awards 2022, a competition that recognises up-and-coming talent in local creative tertiary and pre-tertiary institutions.

Credits:

Creative Team: Cheong Kai Xin, Darryl Cheong, Lim Yi Hui.

Tutor: Pei Wen Wong

Role: Art Direction, Branding, Copywriting, Strategy.