TCS Interactive wins Red Dot Award for brands and communication design

The agency won the Red Dot: Best of the Best – Brands and Communications Design 2019 Award for its game, Marathon City: Sprint to Win

by exchange4media Staff
Published - Aug 16, 2019 5:08 PM Updated: Aug 16, 2019 5:08 PM
TCS

TCS Interactive, Tata Consultancy Services’ digital design and innovation agency, won the prestigious Red Dot: Best of the Best – Brands and Communications Design 2019 Award for its game, Marathon City: Sprint to Win.

The Red Dot Award recognizes the best designed brands and creative projects from designers, agencies, and companies from around the globe every year.

The Red Dot: Best of the Best Award is reserved only for those brands that show the highest design quality and creative performance. In 2019, of the 8,697 entries from across the world, only 72 projects – or a mere 0.8 percent of all entries – were recognized with the Red Dot: Best of the Best Award.

TCS’ game was recognized for its design of an inclusive simulation for players to experience the competitive thrill of racing the final stretch and crossing the finish line at the world-famous TCS New York City Marathon.

“It is a tremendous honour to be awarded a Red Dot: Best of the Best in Brands and Communication Design 2019 and we are humbled to receive such a prestigious distinction,” said Sunil Karkera, Global Head, TCS Interactive. “The award is a recognition of TCS Interactive’s investments and capabilities in helping customers deliver innovative experiences and deeper engagement across platforms in ways that bridge design, marketing, commerce, accessibility, and content interactions.”

Marathon City: Sprint to Win combines a powerful creative vision with technologically advanced innovation, enabling runners, wheelers, and fans to compete against one another. The 3D two-player game has players run on specially designed floor mats that read footsteps, or wheelchair players lock into a purpose-built trainer, like a treadmill. As players run in place or turn their wheels, their on-screen 3D avatar moves down a simulation of the last 100 meters of the TCS New York City Marathon to the finish line. Wheelchairs can move faster than a human can run, so the equipment for the game is carefully calibrated to ensure a fair and even race when runners and wheelers compete.

“Racing through Central Park surrounded by thousands of cheering fans and crossing the iconic finish line of the TCS New York City Marathon is an exhilarating feeling unlike any other,” said Michael Capiraso, President and CEO, New York Road Runners. “TCS continues to help make the TCS New York City Marathon the most technologically advanced marathon in the world. This game is another example of how technology makes the race a one-of-a-kind experience, and we are thrilled the game was recognized with a Red Dot: Best of the Best in Brands and Communication Award.”

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