The campaign was launched in Brazil and aims to present the possibilities of relationships that the application offers
Tinder announced the launch of its global campaign in Brazil, entitled “Tudo Comea com um Match”, which aims to celebrate the vitality, beauty and possibilities that the app offers users.
Created in partnership with Mischief, the campaign features illustrations of the possibilities that Tinder offers, with photography by Pol Kurucz and production by Early Morinig Rior. The plays use modern fairy tales to show the different possibilities on a dating journey. For the videos, Tinder worked with Biscuit and a directing duo, Los Perez.
“The Tinder challenge for us was more than a change in perception of the brand – it was a change in the perception of dating. Today, there is a new generation of people who don’t feel overwhelmed by romantic relationships, nor do they define them in the same way. This is an opportunity for Tinder to communicate the endless possibilities that exist on the app whether it be a single date or a serious relationship. We were inspired by how a match could lead to either of these outcomes,” said Bianca Guimares, ECD and Partner at Mischief.
The piece aimed to challenge what people think about Tinder, including the perception of the casual relationship. Recent data shows that long-term relationships are the top goal for app users, with 31% of Gen Z looking for a serious relationship (rising to 40% when we consider all members globally), and just 14% looking for something casual.
Tinder members changed the dating culture by throwing away traditions and creating relationships on their own terms. We’re excited to be able to reflect this reality through vibrant, lush imagery in our campaign. We were inspired by this new generation, how they look at themselves and their love lives in unique ways, added Melissa Hobley, Global Chief Marketing Officer of Tinder.
The campaign was initially launched on February 28, on social media and streaming platforms in countries such as the US and the UK. The list of countries receiving the campaign, in addition to Brazil, includes Germany, France, Spain and Australia, appearing in cities such as New York, Los Angeles, Paris, London, Berlin and Madrid.
