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The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2020 One Show - Social Media

Swipe Night

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

Client Tinder
BACK TO RESULTS

Annual ID

OS_SM20_035G

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.