Valentine's Day is about expressing love all over the world, but not all kinds of love can be expressed. Homosexuality, in fact, is still illegal in over 60 countries. Tinder, the most popular dating app, always wants to celebrate love in all its forms and conditions. That's why, when the brand asked us for an outstanding and distinguishing campaign for Lovers' Day, we decided to celebrate same-sex love in countries where it is still illegal. The goal was to raise awareness of the issue while simultaneously increasing

the awareness of the brand's Instagram channels.

On Valentine's Day, Tinder celebrates love all over the world. The impactful and contemporary way we found to do it was to imagine same-sex romantic scenes in countries where they are illegal, hoping that one day they will become a reality. And we did it using the tool that turns imagination into reality: Artificial Intelligence. Thanks to Midjourney, the most famous text-to-image AI, we visualized same-sex couples in places where this kind of love is still criminalized, without physically going there and breaking the law. The involved countries are: Russia, Iran, Algeria, Jamaica and Qatar.

Our and the brand's desire was to cover Valentine's Day in a different way from the usual, one that was not only romantic but also of value. As a brand specialized in love, Tinder needed to stand out from the crowd that always talks about the occasion in a romantic and predictable way. Once we decided on the topic, we collected data related to the countries that still criminalize homosexuality, and we chose the most impactful and well-known ones. Since the Tinder community, always close to social issues, is very active on social media, we posted our images there to receive a direct response.

We generated 5 crafted images for social media and distributed them on Tinder Instagram channels on Valentine's Day.

The community embraced the campaign with great enthusiasm, creating constructive conversations under the posts and quickly making them the most liked in the channels' history.

In addition to the social message, the beauty of the images and the hyper-realistic style were definitely an important hook. To achieve them we gave increasingly precise directions to Midjourney, the most celebrated text-to-image AI, educating it about settings, lighting and colors. We worked carefully on the prompts: each keyword for each photo helped us define the details of the artwork, in line with the aesthetics of the places to be represented.

However, we decided to keep some small imperfections that would allow users to immediately notice the use of an Artificial Intelligence.

For a campaign that had no sales targets, we can say that the results were surprising in each of the countries where we posted images. Without any media investment, the posts were the most liked in the history of each of Tinder's Instagram channels. In fact, we recorded about 400% higher engagement than in the previous 15 posts, with an average engagement rate of 15%. The campaign was also selected by one of the most prestigious communication magazine as one of the best of the week, as well as by some Italian industry publications as one of the best for Valentine's Day. These achievement gave to the campaign more widespread boost.