Tinder Celebrates 10 Years Of Swiping And Casual-Turned-Serious Relationships
For the last 10 years, Tinder has been the new generation of romance-seekers’ app of choice when finding a mate. In celebration of a decade of matches, the dating app is honoring love with vibrancy and inclusivity.
Tinder’s reputation for the last decade has cemented it as the go-to place to look for casual dates and hookups. But moving forward, it’s looking to redefine the public’s relationship with it by stating that it’s so much more than a fling.
It Starts With a Swipe is the app’s first global campaign, and it’s taking a rather colorful approach to it with the help of marketing agency Mischief. The advertisement takes a look at all the small things that present themselves in a relationship. It provides a more holistic view of finding a partner and positions itself as the catalyst to you meeting that one true love.
Romance novels heavily inspire the prints and videos as couples are seen in getaway cars, in front of chapels, or at fairgrounds with different taglines above them.
In one, you have the app promoting the chance to find someone to share “Comfortable Silences” with. In another, it allows you to discover “Someone to Go to Heaven With” as a couple stands outside a chapel. And meeting that special someone could even help you in “Realizing You’re Not Dead Inside,” suggests another shot with a couple kissing on a merry-go-round.
Pol Kuruz, the photo-digital artist who shot the campaign, says: “Connecting on Tinder is diving into someone else’s universe. By extension, this campaign is an immersion into the colorful and diverse worlds of couples born out of a match.”
There are also two campaign spots, Toothbrush and One Night Stand, that depict how what started as something casual gradually turned into something more by having that special leave a toothbrush or suddenly finding yourself furniture shopping with them.
What’s more, It Starts With a Swipe not only delves into how a single moment can change your world but also looks at the intricacies of couples from all walks of life and genders.
The videos were shot by the duo Los Perez from Biscuit Filmworks, and the campaign is set to run later in the year.
