The One Show
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.
Category
Online & Mobile Video / Interactive Video
Annual ID
OS22_IN051M
About the Work
Tinder’s Swipe Night is a groundbreaking and highly-acclaimed interactive entertainment platform designed to give Gen Z new pathways to connect through content; it paved the way for social entertainment experiences on Tinder, which have since become a popular way for members to match.
In creating the second season of Swipe Night, we set out to push the limits of ‘entertainment with purpose’—to innovate, not just iterate, in terms of the value we could bring to Tinder members. Our challenge to ourselves: make Swipe Night so immersive that it doesn’t just engineer compatibility, but accelerates deeper moments of connection throughout the experience.
Swipe Night: Killer Weekend is a Gen-Z whodunnit that plants you in an interactive first-person video experience with a complex group of friends—when a murder takes place, everyone is a suspect (even you); your choices dictate different outcomes, clues and plot twists. The experience is rich with data-powered personalization (eg, seeing your Tinder profile on a character’s phone). Then, at the end of each of three episodes, you choose a suspect and are paired with another member who chose someone else. Using the new fast-chat feature, you debate your reasons, go back to analyze clues, and conspire to unravel the whodunnit together. This blurring of boundaries between IRL and digital creates a highly-immersive experience and accelerates human connection. After all, you’re not just bound by a shared experience, but by a shared goal: solving a murder.
Our immersive approach pulled members down the Killer Weekend rabbit hole. Among the millions of members who completed Episode 1 globally, over ⅔ came back for Episodes 2 and 3. Completion rates were over 30% higher than the first season of Swipe Night supercharging opportunities for connection.
In creating the second season of Swipe Night, we set out to push the limits of ‘entertainment with purpose’—to innovate, not just iterate, in terms of the value we could bring to Tinder members. Our challenge to ourselves: make Swipe Night so immersive that it doesn’t just engineer compatibility, but accelerates deeper moments of connection throughout the experience.
Swipe Night: Killer Weekend is a Gen-Z whodunnit that plants you in an interactive first-person video experience with a complex group of friends—when a murder takes place, everyone is a suspect (even you); your choices dictate different outcomes, clues and plot twists. The experience is rich with data-powered personalization (eg, seeing your Tinder profile on a character’s phone). Then, at the end of each of three episodes, you choose a suspect and are paired with another member who chose someone else. Using the new fast-chat feature, you debate your reasons, go back to analyze clues, and conspire to unravel the whodunnit together. This blurring of boundaries between IRL and digital creates a highly-immersive experience and accelerates human connection. After all, you’re not just bound by a shared experience, but by a shared goal: solving a murder.
Our immersive approach pulled members down the Killer Weekend rabbit hole. Among the millions of members who completed Episode 1 globally, over ⅔ came back for Episodes 2 and 3. Completion rates were over 30% higher than the first season of Swipe Night supercharging opportunities for connection.
2022 Awards
Total Points: 3
Merit
Credits
Agency
72andSunny / Los Angeles
Production Company
Bullitt / Hollywood
Music / Sound Production Company
Q Department
Post Production Company
Cabin / Santa Monica
Company 3
MPC / Los Angeles
Shape & Light / Santa Monica
Copywriter
Kaelyn Lark
Chief Creative Officer
Matt Murphy
Chief Marketing Officer
George Felix
Creative Director
Morten Vinther
Rob Trent
Steven Pham
Director
Sasie Sealy
Director of Photography
Gavin Kelly
Executive Producer
Adam Becht
Ali Berk
Jenni Sprunger
Leah Karabenick
Graphic Designer
Lydia Ho
Producer
Katy Lester
Assistant Editor
Michael Ball
Chief Executive Officer
Renate Nyborg
Senior Designer
Mike Farrell
2D Artist
Mars Sanford
Chief Communications Officer
Jenny McCabe
Compositor
Sandra Ross
Toya Drechsler
Director of Production
Kate Morrison
Engineering Lead
Danielle Zegelstein
Episodes Editor
Taylor Walsh
Executive Strategy Director
Kelly Schoeffel
Lead Flame Artist
Austin Lewis
Managing Partner
Carr Schilling
Partnership & Legal Director
Charissa Kinney
Partnership & Legal Manager
Devin Harrison
Product Design Lead
Stephanie Liang
Product Design Manager
Mikey Appuhn
Product Lead
Kristina Rettig
Senior Colorist
Jill Bogdanowicz
Senior Communications Manager
Dana Balch
Senior Counsel
Michael Kanatake
Senior Graphic Designer
Vahagn Azaryan
Senior Marketing Manager
Gideon Spitzer-Williams
Senior Motion Designer
Lisa Cai
Senior Writer
Reilly Baker
Trailer Editor
Brian Meagher
VFX Coordinator
John Edson
VFX Producer
Michelle Andre
VFX Supervisor
Christian Hassig
Thomas Boda
VP, Associate General Counsel
Laura Michel
VP, Product - Core Experience
Kyle Miller
VP, Special Initiatives - Content
Paul Boukadakis
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