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

2021 GOLD

You Can’t Stop Sport

2020 should have sidelined Nike, but the You Can’t Stop Sport brand platform placed sport and Nike back into popular culture. Even during a year without sport, Nike dominated conversation, grew brand equity, increased profitability, & reached record stock highs.

Brand: Nike
Client: Nike Inc.
Agency: Wieden+Kennedy Portland
Language: English

2020 GOLD

Dream Crazy

The Nike “Dream Crazy” campaign showed how the brand’s deep belief in the potential of athletes and the power of sport can make an enormous impact on popular culture and in the process drive unprecedented brand relevance and business success. By showing how athletes could not only push themselves in sport, but also begin to change the culture around them, this campaign captivated today's youth generation – and American culture at large.

Brand: Nike
Client: Nike Inc.
Agency: Wieden+Kennedy
Language: English

FINALISTS

Go RVing Bring Back Wildhood

ouigo Ouigo let"s go !

Olympique de Marseille Om à la folie