
- Client
- Tinder
- Josh Gafni
- Paul Boukadakis
- Elie Seidman
- Jenny Campbell
- Jenny McCabe
- Amy Wiedemann
- Kyle Miller
- Stephanie Liang
- Brooke Hollabaugh
- Lisa Cai
- Laura Michel
- Designer
- Marcus Yuen
- Stephanie Morgan
- Category
- Logo
- Country
- United States of America
- Title
- Swipe Night Logo
- Art Director
- Frank Dresme, Marcus Yuen, Stephanie Morgan, Sara Meinecke
- Client
- Tinder
- Josh Gafni
- Paul Boukadakis
- Elie Seidman
- Jenny Campbell
- Jenny McCabe
- Amy Wiedemann
- Kyle Miller
- Stephanie Liang
- Brooke Hollabaugh
- Lisa Cai
- Laura Michel
- Designer
- Marcus Yuen
- Stephanie Morgan
- Category
- Logo
- Country
- United States of America
- Title
- Swipe Night Logo
- Art Director
- Frank Dresme, Marcus Yuen, Stephanie Morgan, Sara Meinecke
- Strategy
- Miné Cakmak
- Zach Wright
- Matt Augustin
- Kimber Bowman
- Other
- Christopher Profeta
- Sydnie Johnson
- Rebecca Williams
- Charissa Kinney
- Cameron Cartwright
- Tasha Wong
- Main Contributor
- John Boiler, Glenn Cole, Matt Murphy, Reilly Baker, Emilie Abel
- Head Of Production
- Kate Morrison
- Executive Creative Strategist
- Kelly Schoeffel
- Executive Creative Director
- Matt Murphy
- Environmental Designer
- Sara Meinecke
- Design Director
- Frank Dresme
- Copywriter
- Reilly Baker
- Emilie Abel
- Co-Founder
- John Boiler
- Glenn Cole
- Art Producer
- Juanita Valencia
- Ali Berk
- Agency Producer
- Leah Karabenick
- Andrew Abraham
- Brooke Casler
- Agency
- 72andSunny Los Angeles
- Account Services
- Shannon Reed
- Brittany Allen
- Alise Murray
Assignment
Tinder revolutionized dating culture, making it easy to meet other singles with just a swipe. In 2019, Tinder was ready for its next game-changing innovation. Our goal was to breathe new energy and cultural relevance into the brand, while providing Gen Z singles with a more meaningful way to match.
Approach
Enter Swipe Night - a first-of-its-kind interactive content series inside the Tinder app. The story is a first-person, apocalyptic adventure where at key turning points, Tinder members decide what happens next. Their choices dictate more than just the story; they impact who they match with and what they will chat about. By inviting users to match through Hollywood-standard entertainment, Tinder gave people a reason to come back, swipe, and see the story unfold every Sunday.
In creating the AI and graphic identity for Swipe Night, we visually translated Tinder's infamous "Swipe" into a Slash (/) that's used throughout the game for swiping left or right.
Results
Swipe Night created a cultural moment that disrupted the norms of dating, entertainment and beyond, reclaiming Tinder’s throne as the dating-app innovator.
Millions tuned in.
More viewers than the entire 2018/2019 seasons of some of TV’s most popular shows, including Saturday Night Live and The Bachelorette
The premiere had 4x the viewership of the pilot episode of HBO’s Gen Z hit Euphoria
It enhanced their Tinder experience.
26% increase in matches over a typical Sunday night
12% increase in messages among matches in the US
Culture took notice in a big way.
4 billion earned impressions
1640% spike in Twitter mentions of Tinder upon release
Dubbed everything from “Product? Experience? TV Show?” to “The Future of Dating” reinforcing its first-of-its-kind and hard-to-classify nature
Named “one of the most innovative video companies of 2020” by Fast Company
Contact Information
- Company Name
- 72andSunny Los Angeles
- Phone
- 3102159009
- Jayme.Blasko@72andSunny.com
- Address
- 12101 Bluff Creek Dr
Los Angeles, CA
90094