Title: "Heart Friend"
Client: ZOOSK
Agency: Camp + King
Brief
It's Friday, you are sitting in your Crate and Barrel inspired living room and you have the urge to go into town in order to fall helplessly in love with some random stranger. But wait, you are not that kind of Carrie Bradshaw that you really think you are. So you are a little stuck on plans.
Secretly beside you, your gruff and pushy heart keeps telling you that there millions of possibilites to meet people in the world. Only problem is that the one possibility escaping you is the obvious Zoosk online dating tool that has been constantly popping up in your facebook feed. Your heart finally gets the best of you with some tainted humor and gets you to sign in and book the date. Now your life can be complete again.
The Insight: Sometimes your heart knows whats best for youExplanation
Since the client's idea of themselves is that they want to be seen as the "romantic" dating network, having someone on your side is something very useful romantically. By making the companion a heart rather than a person, the analogy stands clearer and therefor gives almost a storybook situation for grown-ups. This insight can lead down multiple roads but the end creative for making it playful with a lot of humor is more in line with how the brand sees itself.
I get the feeling that this also has taken a lot from Avenue Q
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