23 June 2021
Cannes Lions: Entertainment Winners 2021 /
Tinder took one of the two Grands Prix awarded in the Entertainment category at the 2021 Cannes Lions International Festival of Creativity
Tinder took one of the two Grands Prix awarded in the Entertainment category at Cannes this year for a choose-your-own-adventure show that matched singles according to their decisions.
Swipe Night was a six-part series about the chaos that ensues when people learn the Earth is about to be destroyed by a meteor.
The show aired within Tinder’s app and users could apply the same swiping technique they use to sort potential mates to make decisions on behalf of the show’s protagonists. For example, whether to save a person or a puppy, ask for a lift or steal a car.
Different choices unlocked different plots but also helped Tinder match users based on an apparent shared morality.
The campaign, which began in October 2019 and lasted for six weeks, was created by 72andSunny, Los Angeles. It also won a Gold Lion in the Social & Influencer category at this year’s advertising festival.
The Entertainment category’s second Grand Prix was awarded to Taiwanese property company Sinyi Realty for a film called In Love We Trust.
The film was about a young woman whose job at the Household Registration Office causes her to lose faith in love.
Dentsu Mcgarrybowen, Taipei City, created the film to inspire more young people to want to get married and buy a home together – to create more customers for Sinyi.
Two Grands Prix were also awarded in the Entertainment For Sport category. Edelman, London, took home one for its Eternal Run campaign for Asics, while Africa DDB, São Paulo, won the other for its Salla 2032 film for House of Lapland, which made a tongue-in-cheek bid for the 2032 Summer Olympics in order to address the risks of global warming and promote tourism.
In the Entertainment For Music category, South American ecommerce company Mercado Livre took a Grand Prix for Feed Parade. The campaign, by Gut Agency, São Paulo, recreated Paulista Avenue (where Brazil’s annual pride parade is held) on Instagram and invited people to tag themselves, as a symbolic attendance to the event that was cancelled by the pandemic.
Lil Nas X also won a Grand Prix for Old Town Road (Official Movie) Ft. Billy Ray Cyrus.
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