Tinder Swipe Night
Swipe Night is an original interactive micro series inside the Tinder app in which users’ choices dictate more than just the story; they impact who they match with.
The Premise
Breaking the ice over the end of the world, on the Tinder app
In order to create the most conversation-worthy choices that reveal something about people, we needed a story with high stakes. A story that would inspire people to say more than just, “hey.” And it doesn’t get much higher stakes than the end of the world.
In-app experience
Every Sunday from 6pm - midnight, Swipe Night goes live. It can only be played once, so your choices really matter. People use Tinder’s famous “swipe” gesture to make their choices. After each episode, they see their critical choices and their ending. Finally, they enter a “night mode” version of Tinder where they see the choices other people made and can swipe to find a match.
The Campaign
To accompany the launch of Swipe Night, we also created assets that will be used throughout all marketing efforts.
Like with any TV show, a bespoke logo ident was created for Swipe Night
Stills
We brought on the amazing Netti Hurley to capture everything on set. All the images were used on social, web, keyart and PR.
Tinder Profiles
We created actual Tinder profiles for users to learn more about our main cast and the premise of the story.
#SwipeNight
For the hashtag #SwipeNight, we created a custom emoji that will only reveal its true form when seen in Twitter’s dark mode.
Role: Creative Lead on Show and Concept, Art Director, Designer
Agency: 72andSunny LA
Partner/ Writer: Reilly Baker
ECD: Matt Murphy
Director: Karena Evans
Photographer: Netti Hurley
Design and UI: Frank Dresmé, Stephanie Morgan and Tinder Design Team
Producers: Kate Morrison, Leah Karabenick, Brooke Casler, Ali Berk, Juanita Valencia
Editors: Taylor Walsh and Randy Baublis
Production Company: m ss ng p eces
Credits
Awards
The Drum World Creative Rankings - 6th Most Awarded Campaign In The World
Emmy’s - Nomination
Cannes Lions - Titanium Shortlist, 1 Grand Prix, 1 Gold, 2 Silvers, 3 Bronzes, 2 Shortlists
D&AD Awards - 1 Graphite, 1 Wood, 3 Shortlists
One Show Awards - 1 Gold, 2 Silvers, 2 Bronzes, 8 Merits
ADC Awards- 3 Gold, 1 Bronze, 1 Merit
Effies- 2 Gold
Clio Awards - 2 Gold, 2 Bronze, 3 Shortlist
Webby’s - 1 Winner, 3 Nominees
Andy Awards - 1 Gold
Adweek Ads of the Year- The Top 15 Stunts and Innovations of 2019
Adweek ARC Awards- Best Use of Brand/Product Integration Into IP
Adweek ARC Awards- Best Use of Mobile Video
AICP Next Awards - Digital Experiences
AICP Next Awards - Integrated Campaign
Adstars Awards - 1 Grand Prix, 4 Gold, 1 Silver, 2 Bronze
Cresta Awards - 1 Grand Prix, 4 Gold, 2 Silver, 1 Bronze
Caples Awards - 1 Gold, 4 Silvers, 1 Bronze
Preserved as a permanent film archive in the Museum of Modern Art