emily demario // ACD (copywriter)
HELPING PEOPLE FIND THEIR GOALMATES
The League came to Humanaut after getting acquired by Match, looking for partners to help them relaunch their premium dating app to the world. But catering to an exclusive and high-income clientele, people had certain perceptions about The League. Instead of running away from them, we decided to embrace the gold digger in the room head on.
Thus was born their explosive OOH campaign: Be a Goal Digger.
What OOH campaign would be complete without a subway takeover?
We even put up neighborhood wild postings, showing off our most fun headlines.
And obviously we had to hit up the Financial District and the air port, with headlines to match. Can you tell this campaign was a copywriter’s wet dream?
Agency: Humanaut
Client: The League
Role: ACD