By creating new codes, which were easily adopted by the Z generation, such as swipe and match Tinder is a start-up that quickly disrupted dating. In 2019 Tinder was still the market leader, but at the same time unloved, because of its use of algorithms and its approach that some perceived as consumerist. Our brief was to find an appropriate way to respond to mounting criticism and media attacks in order to change the perception of the brand and show its important role in our society.

Our idea was to face the attacks to the ideological and societal model embodied by Tinder by amplifying the brand’s speech beyond classic advertising. How? through culture.

During the summer of 2019, Tinder created an event, gathering artists and thinkers coming from all around the world in order to discuss the possible futures of love, to highlight trends at work in the evolution of love and to try to understand Tinder’s role.

Our targets were quite vast since we had to address the Gen Z – main target of the brand – but also change the mind of the older generation on the brand.

In order to achieve this goal, we invited artists and thinkers from different generations and built partnerships with eleven medias allowing us to convey our message widely.

“Futures of Love” was a 3 month event with:

- Over 100 international artworks presented

- 3 artists residency

- 10 talks

- 27 scientists, philosophers, journalists invited

- 1 sociological study

- 33 concerts

- 11 media partners

30 000 visitors

120 media impressions (TV, radio, print, web)

4.1 million reaches on social medias

51.8 million people reached

1.46 million earned media

In 3 months, we managed to make a significant change in the discussion around Tinder with much more positive messages than before the event.