Even hipsters need help in love, and Magners is stepping in to play cupid via 'Tinster'—a dating app that boldly promises to create ‘bespoke connections between bespoke people’.
Produced by Host Singapore, the “tongue-in-cheek” campaign features an online film and a microsite, where like-minded individuals with similar interests can supposedly 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—taking place on 30 January in Singapore. Participants who sign up on the Tinster microsite will be matched together, and get a chance to win free tickets to the event.
As a furry woodland creature that has to find a mate by demonstrating prowess with nuts, Ad Nut had a hard time trying to relate to the bespectacled bespoke human in the video, moaning about how lonely he is because his last girlfriend didn’t get his passion for bowties.
Ad Nut has been informed by human acquaintances that “hipsters” are a sensitive group of people that need know that they’re special. They are also a highly sought-after species due to their deep pockets and instant attachment to any object that might help express themselves as world-caring individuals.
As a gluten-free cider, it makes sense that Magners would want to endear itself to this particular market segment. We wish them luck in their matchmaking efforts to help these vintage cardigan-loving people multiply.
Ad Nut agrees that they truly are a special clan, and will gladly help point out the way to the back of the bus.
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
Chief strategy officer – SEA: Stefano Augello
Strategic planner: Gereld Khoong