Tinder—Creative for the ‘Let’s Play’ campaign; including art direction, campaign graphics, digital oversight, strategy and more.
With barely a warning, 18 and 19-year-olds go from kids to adults. Suddenly life is full of possibilities and potential, yet they hesitate to embrace their newfound freedom. Tinder set out to combat this—by inviting them to act on their youth, engage in new experiences, and tap into their playful side.
The 'Let’s Play' campaign identity takes inspiration from the scattered, brightly colored shapes of the ‘80s, and more elementary approach to new opportunities; a belief that fearless experiences are as simple as play. I worked with a creative and a research team across all touchpoints of the campaign, guiding creative decisions big and small, from directing campaign imagery in the pitch deck to animating and producing the presentation.
🏆 1st Place — AAF NSAC, District 2
🏆 Recipient — Judges' Special Recognition
Generate Buzz & Awareness
To introduce ‘Let’s Play’ and provide continual awareness for the campaign, outdoor and video will engage 18 and 19-year-olds through first person messaging and language that resonates with them.
Engagement with Tinder
To encourage play, contextually relevant ads will be placed on social media and mobile web properties that are most used by 18 and 19-year-olds.
The PlayList
The interactive ‘Let’s Play’ splash page features the ‘Tinder PlayList,’ which challenges users to live a more adventurous and seek fun and thrills. This list is ten fun-loving activities that refresh every two weeks, encouraging participants to excite their playful side and spice up their ordinary lives. Users can participate to earn badges for their Tinder profile, be featured on social media, or just have new, epic experiences.
Engagement with the PlayList
A variety of media tactics through mobile will drive and continue to drive people back to the PlayList. As the PlayList updates, the creative will change as the experiences are refreshed.