Today, Tinder rolled out its first-ever global brand campaign, “It Starts with A Swipe,” in Australia. The brand campaign celebrates the possibilities that Tinder offers its millions of members. The campaign – shot by French hybrid photo-digital artist Pol Kurucz and produced by Early Morning Riot – is evocative of modern-day fairy tales, featuring different possibilities.
“Tinder daters have changed the state-of-the-date by tossing out traditional views and are embracing unconventional experiences and a whole new vocabulary and we are excited to be able to reflect their reality through the vibrant and lush imagery in our campaign. We were inspired by this new generation and how uniquely they look at themselves and their dating lives,” said Melissa Hobley, Tinder Global Chief Marketing Officer, who is bringing alive the brand’s vision through this global campaign.
Recent data shows that long-term relationships are Tinder members’ #1 Relationship Goal, with 31% of Gen Z members looking for a long-term relationship, and only 14% looking for a short-term connection.
Created in partnership with Mischief, the campaign illustrates all the possibilities that Tinder delivers. The creative also reflects young daters’ desire to express and connect on the issues that matter to them most (63% of Tinder members want to connect with someone that aligns with their values).
For Bianca Guimaraes, ECD and Partner at Mischief: “Tinder’s challenge to us was bigger than a change of brand perception – it was a change of dating perception. For more than ten years Tinder has made it easy and fun for members to meet up, yet along the way, some people have grown cynical about online dating. Today, there’s a new generation of people who aren’t jaded by dating, nor do they define dating the same way. The opportunity for Tinder is to communicate the infinite possibilities that exist on Tinder that lead to a one-time vibe or a long-term relationship. We were inspired by how a match can launch into any one of those outcomes.”
The campaign, which has already launched in the US, UK, France, Spain and Germany, will roll out locally across social media and out-of-home placements in Sydney and Melbourne.