A Beautiful and Strong Creative Direction

Created in partnership with Mischief, the campaign illustrates all the possibilities that Tinder delivers - from yes, a modern-day hook up, to relationship milestones like meeting the friends, or leaving a toothbrush at their place, to a more defined commitment and even meeting the parents. The creative also reflects young daters' desire to express and connect on the issues that matter to them most (63% of Tinder members wanting to connect with someone that aligns with their values5). 

• “Someone who makes you feel alive” - There’s nothing quite like meeting somebody who makes you feel alive. And with all that’s going on in the world, it’s a great reminder that you’re not actually dead inside. And the best part is getting to share those feelings with somebody else. 
• “A toothbrush at their place” - You know your relationship is getting serious when you intentionally leave a toothbrush at someone’s place. It’s a milestone that couples all over the world—from all walks of life—can relate to.
• “Comfortable Silences” - When you’re just getting to know somebody, silence can feel pretty… uncomfortable. You might feel like you have to resort to small talk just to break the tension. But as you grow closer to someone, sitting in silence with them starts to feel therapeutic in a sense. It’s one of the most comfortable feelings in the world when you can enjoy somebody’s company without any pressure at all. 
• A Man Who Isn't Afraid to Ask for Directions: The inspiration behind this one is finding a relationship where *all* your needs are met. Depicting a woman in ecstasy, this creative is in support of Gen Z’s appetite for authenticity, honesty and living a sex-positive lifestyle.

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."

“Connecting on Tinder is diving into someone else's universe. By extension, this campaign is an immersion into the colourful and diverse worlds of couples born out of a match,” say Pol Kuruz, the photo-digital artist who shot the campaign . “The stories, the colours, the diversity of sets, characters and interactions seen in the campaign are a visual allegory to the infinite possibilities a match can create. To convey the depth and intensity of relationships Tinder used a cocktail of unusual chromatic combinations, vibrant colours, contrast and pop aesthetics.”

Diversity and Inclusion Shaped The Campaign From A-Z

In addition to working with Pol Kurucz, the crew that worked on this campaign represented the Tinder member base, with a heavy female representation as well as many BIPOC and LGBTQIA+ team members. For the digital video spots, Tinder worked with Biscuit, which is co-owned 50/50 male/female, and with a 50/50 male/female Director duo, Los Perez. Composed of filmmakers Tania Verduzco and Adrian Pérez, the directorial duo Los Pérez is known for their vibrant and lushly detailed art direction and cinematic world-building across commercials, music videos, and branded content.

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.