The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
2022 GLOBAL GRAND
Tinder is a dating app GenZ grew up on and took for granted. We set out to re-energize Tinder, by re-energizing its iconic Swipe. Enter Swipe Night, a first-of-its-kind interactive miniseries where instead of swiping on people, you enter a first-person POV, apocalyptic adventure where you swipe to make high-stakes, highly-revealing choices to survive. The choices reveal something about you and are used to pool you with users who made similar choices. The activation was a cultural moment, recording 6.7 million total players and over 3.1 billion earned impressions.
Agency: 72andSunny Los Angeles
Ski-Doo’s “Escape Mountain” reintroduced the brand to a new generation of snowmobile riders. Defying convention, we created a binge-worthy, extreme reality show and forged a unique entertainment partnership with Discovery to tell our product story in a way that’s never been done before. Escape Mountain’s exciting, emotional storytelling energized the brand, generating record video views and site visits, and catapulted Ski-Doo to its highest market share record to date.
Agency: Touché! Canada
South Park Takes Over the Denver Broncos’ Stadium
When South Park announced a COVID-themed Pandemic Special, marketing followed suit. Knowing South Park fans love the NFL©, and with COVID limiting attendance, the vacant seats of an empty stadium were the perfect place to get noticed. Comedy Central brought the town of South Park to Mile High Stadium in Denver, filling empty seats with 1,800 cutouts of characters from the show’s 23 seasons – and people took notice. South Park’s special was the highest-rated cable telecast of 2020 and the highest rated South Park episode in seven years.
Brand: Comedy Central
Client: Comedy Central