All copywriting
OOH Silver ADDY · Copywriting Bronze OBIE · Copywriting

The League
Be a Goal Digger.

A dating app built for Goaldiggers.

The League is a special kind of dating app. It’s devoted to helping highly ambitious single professionals find other highly ambitious single professionals.

Brand

The League

Agency

Humanaut

My role

Creative concept + copywriter

Street wall of Be a Goal Digger posters in New York, with a pedestrian walking past

Goaldiggers.

Rather than shy away from the stigma that comes with having “high standards” in dating, we leaned in. HARD. We came up with the concept of GOALDIGGERS as the campaign through-line and went ham celebrating goal-oriented singles.

Window takeover at 45 Wall Street: Date someone so ambitious, they make you want to IPO your pants.
Ten Be a Goal Digger posters, including Find your goal mate and Fill the giant goal in your heart

This massive OOH campaign took over NYC subways and billboards, as well as LAX airport.

NYC subway corridor lined with Be a Goal Digger postersSubway wall ad: Date someone with a 5-year plan that makes you want to ovulate.Subway stairs at 60 St and Broadway: Date someone whose standards are up here.Three digital subway screens: It’s okay to marry someone just for their goals, Be a Goal Digger, and Fill the giant goal in your heart

Station dominations at Bedford Ave, Columbus Circle, and West 4th, plus a takeover in the Financial District and wild postings across Manhattan.

Long-copy poster: Goals greater than height. It’s time to filter your dating prospects by what matters.Long-copy poster: It’s okay to marry someone just for their goals.

Goalmate.

We also created a new GOALMATE feature on the dating app that matches users based on like-minded cheeky goals.

A few of the 100+ goals we wrote for it

“Get a PhD in something I know nothing about.”“Become less terrible at surfing.”“Run a marathon. Okay, maybe a half marathon.”
The League app showing Goalmate groups like Start a Side Hustle and Aspiring Polyglots
LAX curbside column wraps: Date someone who can talk dirty to you in three languages, and Date someone with goals so big, they need extra leg room.
Digital screen at LAX: Date someone with goals so big, they need extra leg room.A row of League security trays at LAX, led by Date someone who will lift you up, not just pat you down.Airport security bin: Date someone with goals so big, they need extra leg room.Airport security bin: Date someone with goals so big, you’ll want to take your shoes and belt off.

140+

pieces of creative

100+

goals written for Goalmate

3

NYC subway station dominations

1st

national campaign for The League

Next project

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