Tinder - You Up?

Targeting a new demographic of daters with a powerful brand film.

Our brand film for the online dating giant, watched over 60 million times and counting, aimed to empower app users by flipping the conventional dating narrative and celebrating the unexpected.

Challenge

Tinder wanted to reiterate its position as a fun, social space for genuine connections, with a brand film that showcased the joys of dating while addressing the idea of feeling overwhelmed and flipping the narrative.

Approach

With NATO (Not Attached to an Outcome) securing the #2 spot in Tinder’s 2023 Year in Swipe Report, we wanted our brand film to take the pressure off of dating. By removing focus from finding “The One” or a “happily ever after”, we emphasised dating doesn’t need to have a final destination, but can instead unlock a world of possibilities - whether fleeting, platonic, romantic, or long term. Through the eyes of a powerful protagonist, we looked at dating with a female gaze, challenging dating stereotypes and showcasing how a world of diverse adventures and experiences await with every swipe on Tinder.

Results

61 million views on YouTube since its premiere in January 2024.