SWILE - THE MOST USELESS CARD OF THE MOMENT

TitleSWILE - THE MOST USELESS CARD OF THE MOMENT
BrandSWILE
Product/ServiceSWILE CARD
Category F08. Market Disruption
Entrant SWILE Montpellier, FRANCE
Idea Creation STEVE PARIS, FRANCE
Credits
Name Company Position
Guillaume Lartigue Steve Co-CEO and Chef Creative Officer
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Julie Greffier Steve Art Director
Antoine Barth Steve Copywriter
Sandrine Delabre Steve Registrant

Please tell us how disruption in your market inspired the work

Swile is the first smartcard that combines all employee benefits: meal tickets, gifts, mobility, holydays and even personal money. The Swile card is essentially useable in restaurants, stores, theaters, cinemas, sport clubs… In short: in all the places that were closed during the pandemic in France. But instead of waiting for « the right moment » to launch this new card and being lost in the advertising noise come-back, Swile decided to take advantage of this situation theoretically incompatible with its activity, and launched its card through a campaign using self-mockery and humor. This campaign was broadcast on billboards (outdoor, bus, subway and train stations) in French major cities.