Lil Nas X’s music video for “Old Town Road,” Tinder’s “Swipe Night,” and Asics’ “Eternal Run” were among the Grand Prix winners in the three Entertainment Lions categories this year at Cannes.
A diverse selection of Grand Prix winners also saw top prizes for a climate change campaign in which an Arctic town offered to host the Summer Olympics, an emotive short film for a Taipei real estate company and a campaign that turned Sao Paulo’s canceled Pride parade into a music video on an Instagram feed, while many of the Gold Lion winners in the category went to campaigns centered on purpose.
In the main Entertainment Lions, Tinder’s Swipe Night by 72andSunny won one of two Grand Prix. The video series prompted users to make choices in the last hours of their lives in “choose your own adventure” style, as an apocalyptic event threatened to destroy the entire world. The entertainment property initially launched in the U.S. in 2019 and rolled out internationally in 2020.
Jury President Jae Goodman, CEO of Observatory, said of the campaign: “In a moment where Tinder users around the world were restricted from the human contact Tinder is built to create, the teams at Tinder and 72andSunny turned the platform into one for entertainment. The fact that the key product feature – swiping – is key to the storytelling and places the user in control just like they are when using Tinder itself was much-discussed by the jury. Moreover, the entertainment then fueled more connection as people who chose similar story outcomes were then connected to each other. And, of course, the insight is terrific: it’s the last night of the world, what do we do? “Connect” via Tinder. Last, the entertainment itself was not only wildly entertaining but also wonderfully well-crafted.”
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