Launch The League’s first brand awareness campaign as part of Match Group.
An award-winning campaign introducing The League to the world’s most ambitious singles through a brand voice so strategic, it actually inspired the app to become a better app.
The Part Where We Brag
Won an OBIE award
Modern dating is broken. Apps mostly string people along instead of partnering them up, so one woman upped the game—for everyone. She built (as in wrote the code for) The League, a dating app with higher standards made for ambitious humans. One way to reach these ambitious humans is by calling them what they are: GoalDiggers. Provocative #BeAGoalDigger headlines marry bold design, giving an undeniable voice to singles’ deepest dating desires across 140 unique creative pieces in LAX, plus NYC’s financial district and three massive NYC subway takeovers.
Members of The League can now find their ultimate match. Inspired by our campaign strategy, we successfully pitched GoalMates—an app feature that matches users based on 100+ life goals that we crafted using our own human hearts. Whether your goal is to climb Kilimanjaro, become less terrible at surfing, or fill up your passport, you can find a partner who wants that too. Truly poetic.
"The campaign’s bold designs and humorous, provocative headlines double down on what Humanaut does best - delivering disruptive work that tickles your funny bone to leave a lasting impression."
