Host Singapore and Magners cider connect lovelorn hipsters via dating app Tinster
The perfect match isn’t always easy to find. And it’s even harder for those unique individuals who play the glockenspiel, or have a penchant for vintage cardigans.
To help lonely hipsters find true love, Magners (a maker of gluten-free cider, imported from Ireland), has launched Tinster – a dating app which boldly promises to create ‘bespoke connections between bespoke people’.
The new tongue-in-cheek campaign, produced by Host Singapore, features an online film and a microsite, where like-minded individuals with similar interests can connect with one another. Magners is now searching for ‘beta-testers’ in the lead-up to the hipster event of the year – the Laneway Festival.
Participants who sign up on the Tinster microsite will be matched together, and get a chance to win free tickets to the Laneway Festival Singapore, taking place on Saturday 30th January.
Shot in Singapore and produced by Qrious Lab, the film was released on 18th January on the Magners Asia Facebook page, and seeded via social channels.
Credits – Executive Creative Director: Andrew Hook. Creative Group Head: Mark Fillon. Art Director: Keshav Bhat. Junior Art Director: Farhan Darma. Junior Copywriter: Siraj Aziz. Creative Technologist: Dillah Zakbah
Associate Technology and Project Director: Moritz Fischer. Creative Services Manager: Dawn Choong. Group Managing Director: Andrea Conyard. Group Account Director: Genevieve Seah. Senior Account Executive: Valerie Tan. Account Executive: Aisyah Fong. Production House: Qrious Lab.
6 Comments
That’s a helluva lot of money wasted on a lame joke.
I’ll stick with Tinder…cheers/
The way they have presented this….it sounds like Cider for weirdos…..people with extreme quirks….. who use portable typewriters and dig the glockenspiel…obviously these people don’t exist….I understand it’s tongue in cheek…but why would you take the piss out of your own customers? What’s the point of such a frivolous exercise.
A great example of when creativity is certainly present but wrongly applied.
hmm Maxie not sure if you actually got that there is no app involved. clearly its a joke you didnt get
funny work, kinda weird deadpan instagram husbands kinda humor
Hahhahahahah you adfolks crack me up in ur overthinking bull shit. Live a little and realise pisstakes. Sleek video.
Why would they say its a dating app when no app exists in the app stores?
That’s the sound of this going over the heads of everyone except the creators.
Not surprising since the work seems to be approved by people who seem to be out of touch with the local target audience.
I found it confusing. Consumers are pretty literal, they have no time for games and working pout how clever the creatives are.
So….is Magners Cider for people with highly individualised quirks…like not wearing socks….or is it for those who prefer being fully socked?
Unclear…but either way…who cares…this is not how you sell cider.
Cheers.