ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

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2020 ADC Awards - Interactive

Swipe Night

Agency 72andSunny / Los Angeles + Tinder / Los Angeles + M ss ng P eces / Los Angeles

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ADC_INT20_019B

About the Work

Tinder revolutionized dating culture, making it easy to meet other singles with just a swipe. But over time, swiping became passive and mindless. In 2019, Tinder was ready for its next game-changing innovation. Our goal was to breathe new energy and cultural relevance into the brand, while providing Gen Z singles with a more meaningful way to match. Enter Swipe Night - a first-of-its-kind interactive content series inside the Tinder app. The story is a first-person, apocalyptic adventure where at key turning points, Tinder members decide what happens next. Their choices dictate more than just the story; they impact who they match with and what they will chat about. By inviting users to match through Hollywood-standard entertainment, Tinder gave people a reason to come back, swipe, and see the story unfold every Sunday. Tinder knew it had to speak Gen Z’s mobile-first language to land with its intended audience, so it recruited Gen Z creators -Drake’s music video director Karena Evans, and writers Nicole Delaney (Big Mouth, Netflix) and Brandon Zuck - to blend immersive storytelling with Tinder’s Swipe features.