Draw The Next Wildcard



For National Student Advertising Competition 2021, we were asked to solve the following: How do you get Tinder to become part of Gen Z’s lifestyle, without affirming or undermining its current reputation for casual dating?

We show them that Tinder is a lottery system - something you play because you can, not because you’re expecting to win.









Social :  Interactive Instagram  Ads










Social :  Twitch Banners














OOH Wildposting

The copy emphasizes key selling points of the anti-curation and anti-algorithm lifestyle. This encourages the audience to interact with the QR code, which will lead them to the Tinder app. 








PR Box & Experiential








Results

Tinder rolled out “HOT TAKES,” an app feature where users could break the ice with a new connection.
They confirmed that we were the source for its official name, and that they drew creative elements from our campaign!











AD: Me & Joy Lu / CW: Lauren Pfeifer, Emily Southard & Rafael Marquez






  

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