In the crowded world of dating apps, quickly get a “stuck brand” caught up with its competitors.

Migrate from a science-driven message to a passion-driven message—from a logical, left-brain message to an aesthetic, right-brain message.

Series of short, idyllic ads featuring beautiful people in stunning environments. The emphasis was on:

• Moments over stories.

• Visuals over ideas.

• Emotions over logic.

• Magic over the everyday.

The ads were only 15 seconds—in order to 1) ensure more frequent airing and 2) provoke faster, more immediate reaction in viewers.

• National TV campaign comprising 18 unique ads, each with multiple versions:

  • :15

  • :08

• Social-media campaign using :08 versions in multiple formats for different platforms:

  • 9:16

  • 16:9

  • 1:1