Leisure & Lifestyle

Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.

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

2023 SILVER

Putting Northern Ireland on the Holiday Map and Driving GIANT Growth.

For the majority of people in the Republic of Ireland, Northern Ireland wasn’t ‘on the map’ for a short-break. ‘A Small Step to a Giant Adventure’ was an integrated campaign that used the real language of holidays to overcome barriers and encourage more people to embrace all the fun that NI has to offer It had a giant impact on Northern Ireland’s short-break market. Visitor volume and visitor spend increased by over 50% in 2022 with over half of visitors from RoI choosing Northern Ireland for the very first time.

Brand: Tourism Northern Ireland
Client: Tourism Northern Ireland
Agency: BBDO Dublin
Language: English

2023 SILVER

The Undercover Agent of Love

Half of single Singaporeans aren’t dating, and 38% have never dated. It’s awkward to nudge singles to date, so we transformed Spark Connections in 2022 from a dating-agency centric platform, which did not appeal to younger Singaporeans, into a lifestyle platform that created opportunities to meet potential partners under organic settings. This also led to new business opportunities for lifestyle partners to engage in the dating space. The results turned Spark Connections from a largely unknown brand with 6% awareness to a highly anticipated new lifestyle platform with 30% awareness.

Brand: Spark Connections
Client: Ministry of Social and Family Development
Agency: Grey Singapore
Language: English

FINALISTS

EPIC The Irish Emigration Museum How EPIC set the record straight on who the Irish really are.

The National Lottery A campaign so successful, it had to be pulled

The National Lottery How The National Lottery started dreaming big again