Corporate Reputation
This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
FILTER BY:
PROGRAM
2024 GOLD
Brand
For female youth, Tinder had come to represent one thing. Hookups. It was too narrow, too transactional, and had Gen-Z women leaving Tinder in droves. We found Gen-Z were open to one-night stands, but needed the hope that it could lead to more. The It Starts With a Swipe campaign flipped Tinders narrative. Using a combination of humor, a bold visual identity, to acknowledge and reframe Tinder’s negative perceptions into hopefulness. This new positioning instantly returned the company to positive growth, and Tinder overtook Hinge in brand preference.
Brand:
Tinder
Client:
Tinder
Agency:
Mischief @ No Fixed Address
Language:
English
2024 BRONZE
The Brake Room
Amidst the pandemic's chaos, food delivery workers emerged as unsung heroes. Though deemed “essential” as they served thousands cross the city, their own basic human needs and rights remained woefully underserved. As a brand known for its reputation of care and whose business was becoming more reliant on this community, Chick-fil-A knew we needed to act. The Brake Room was a resounding declaration of appreciation that made the workers feel valued, spurred others to do the same and got people to clearly to see Chick-fil-A as a caring brand.
Brand:
Chick-fil-A
Client:
Chick-fil-A
Agency:
McCann New York
Language:
English
2023 GOLD
Hide the Pain Harold becomes an IT
DSK Bank cannot compete with the large companies who offer impossibly good conditions to attract employees to IT departments. But the industry also hides negatives, which the programmers themselves know. To illustrate the "sad side" of software companies, DSK Bank uses the meme sensation Hide The Pain Harold. With his pained smile, he described the downside of the IT sector, presenting DSK Bank as the possible alternative. As a result, the bank's IT department received a record number of CVs, and the video became an online hit among programmers and developers.
Brand:
DSK Bank
Client:
DSK Bank
Agency:
Noble Graphics
Language:
Bulgarian