The Work That Was revisits the stories that made the strategy newsroom laugh, think twice or do a double take this week, rounding up campaigns, strategies and industry moments that shaped the marketing landscape.
Tinder advocates for a plus-two
Dating apps have spent years trying to make strangers feel comfortable meeting alone. Tinder’s latest campaign, supported by AntiSocial asks a different question: What if the first date came with a built-in support system?
“Day Ones, Plus Two,” taps the insight that women are increasingly including their friends in their dating adventures. Released in time for summer, the brand’s “Double Date” feature was developed to decrease the pressure of a first meet-up.
The work spans paid and organic social channels and includes partnerships with influencers selected for their connections to Gen Z audiences and ability to showcase real dating scenarios.
The ‘net’ benefit of a tennis and soccer team up
Canada’s football fever isn’t staying on the pitch. Tennis Canada is hoping a little World Cup magic, and a lot of red clothing, can carry over to the National Bank Open.
Backed by Sid Lee, Tennis Canada is encouraging fans to “Wear Red Again” at the National Bank Open, as part of an effort to spur patriotic fervor, this time for folks whose job it is to not hit the net.
The idea is inspired by the notion – backed by research – that younger athletes in particular, receive a performance boost in front of a home crowd.
B.C. brewer onside with soccer moment
Everyone likes taking potshots at referees, but Victoria-based Whistle Buoy Brewing is taking its disdain for the men in stripes a step further.
The brewer temporarily removed its link to referees – the whistle – by rebranding itself to Vuvuzela Buoy Brewing, in honour of the infamous horns that nearly drowned out match commentary from the 2010 FIFA World Cup in South Africa.
The Victoria-based company has become a centre of soccer celebration through the city’s downtown watch parties, and the beer brand said the idea to drop its whistle and pick up a horn instead, seemed apropos, especially given the controversial nature of some of the decisions made by the men in black and white.
– Images courtesy of Tinder, Tennis Canada and Whistle Buoy
