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!
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