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THE DEAL WITH GENZ + ONLINE DATING
// act your age, a Tinder campaign

The University of Nebraska-Lincoln’s National Student Advertising Competition team strived to bring Tinder, a popular millennial dating app, and GenZ together in a perfect match for eight months. As the art director, my designers and I took the nostalgic and handcrafted feel adored by Generation Z to the extreme through a twenty-page campaign plansbook, an execution video, a microsite, Snapchat ads, many TikTok references and a manifesto. We employed the use of many different textures, including ripped craft paper and wheat-paste stickers, to emphasize the collage aesthetic of the campaign. We also used polaroids and film strips with pink color grading as added elements in our design work.

view process book + research ︎︎︎
view manifesto ︎︎︎





The audience has been forced to grow up too fast. What they don’t realize is they are not supposed to have it all figured out just yet.








The audience is ready to take control of the freedom that comes with their age. Through the Ignite Site, an online idea generator that sparks spontaneous dates, they'll be in complete control—links below to the prototype demo video. The Ignite Site comes to life through The Igniter, a local randomized date generator. The Igniter will pop up in seven city centers allowing the audience to pull the lever and get a date idea. This concept brings the audience face-to-face with Tinder and helps them avoid FOMO. Our campaign comprised multiple media platforms: Instagram, TikTok, Snapchat, Spotify, Clubhouse and Youtube. Links are below to the execution media. Tinder street teams will hide 100-250 Matchboxes in 66 hand-picked cities. With Tinder branded stickers, a date card and a disposable camera to capture all the memories, the audience can experience exclusive date adventures provided by Tinder. By locating a matchbox, the audience also earns free tickets to an exclusive Tinder after-party following the launch of the Matchboxes.











As a 19-year-old, being told to act my age usually means I need to start being more resposible and thinking about my future, when in reality
I’m only 19.—

Caleb, a high school student










The media executions for this campaign provide sneak peeks at what both The Igniter and Ignite Site have to offer the audience.




























credits
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role
art director
awards
National Student Advertising Competition
District 9 - Second Place


Nebraska AAF Addy Silver Award - Television Advertising
Nebraska AAF Addy Silver Award - Integrated Advertising Campaign
Nebraska AAF Addy Silver Award - Copywriting
Nebraska AAF Addy Silver Award - Cinematography

Nebraska AMA Prism Award - Digital Ads
Nebraska AMA Prism Award - Short Form Video
Nebraska AMA Prism Award - Marketing Research
Nebraska AMA Prism Award - Marketing Campaign
Nebraska AMA Prism Award - Media Plans
Nebraska AMA Prism Award - Digital Television
team
account executive: brenna doherty; research directors: nicole tubbesing, gabrielle cottraux; creative director: camille paddock; design + animation: breanna epp, bryce reichardt, madison zumpfe; cinematographer: caleb kirilov; copy: sophia messineo, olivia mccown, madeline leblanc; research: dylan de vries, jaydn bernt, zhaozhou dai






zaruba.zubym@gmail.com
resume