Youth Marketing - Services

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2024 SILVER

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 SILVER

The Cactus Plant Flea Market Box

McDonald’s found itself facing a critical issue, the brand had turned bland with the new generation of young adults. Based on the insight: “You’re never too old to enjoy a Happy Meal”, The Cactus Plant Flea Market Box turned going to McDonald’s into a cultural event. The adult Happy Meal brought young adults to restaurants in droves: they hunted down each figurine, expressed themselves on social, and sold-out a month’s supply in 2-weeks. It led to a country-wide mass participation moment and became the brand’s most profitable campaign to date.

Brand: McDonald's
Client: McDonalds
Agency: Wieden + Kennedy NY
Language: English

2024 BRONZE

Winning A Heated Debate with Ice

How do you reverse Dunkin’s declining Iced Beverage business with a young audience that’s obsessed with Starbucks? You take their side in a cultural debate. In a world where shaking your iced coffee creates eye rolls, we celebrated this polarizing behavior so our fans could more freely enjoy, and shake, their Dunkin’ Iced. As a result, we became the most talked about iced coffee of the summer and returned Dunkin’s Iced business to growth (from -9% to +3% vs. YA).

Brand: Dunkin'
Client: Dunkin Brands
Agency: Leo Burnett Chicago
Language: English