"Changing the Game" Tinder Campaign

Objective: Boost Tinder's brand awareness.

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Insight: ​Online dating has become associated with hookup culture, where casual sexual encounters are normalized, often leading to many people feeling unfulfilled due to a lack of meaningful connections.

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Audience: Gen Z's (18-19) thrown into a chaotic world post Covid. They fear rejection and judgement, and lack social skills due to 2-years of COVID restrictions.

 

Big Idea: We wanted to help detach the hookup culture from Tinder by showing by reframing the dating experience to make it less frustrating and more rewarding, by promoting meaningful connections over superficial ones.

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CW: Shelby Amieva