Tinder
Tinder faced a cultural challenge: how to reconnect with Gen Z at a time when masculinity is being redefined. For this generation, strength is no longer about dominance but about empathy, creativity, and openness. At the same time, women demand safer, more inclusive spaces. The opportunity for Tinder was clear: to become the platform that not only reflects this change but amplifies it — a stage for modern masculinity to rise.
Will The New Men Please Rise Up?
OUR CREATIVE STRATEGY UNFOLDED ACROSS MULTIPLE LEVELS:
1.Hacked Profiles
We reimagined the profile picture — often the shallowest part of dating culture — by hiding faces behind handwritten words. This bold art direction shifted the focus from looks to personality, signalling Tinder’s repositioning toward modern masculinity, authenticity, and self-expression.
(Brand Platform)
SHOOT YOURSELF IN THE FACE, NOT IN THE FOOT.
Hack the profile pic: hide the face, let the personality shine.
2.Reset The flame
(Content Creators – France Olympics 2024)
Launched during the Paris 2024 Olympics with influencers including Roman Doduik, Amanda Rollins, and Guillaume Genou, “Reset the Flame” blind dates invited participants to spark connections through creativity and personality rather than appearance.
3.Twin Flames
(Cultural Events – France Olympics 2024)
In Lyon, Marseille, and Paris, Tinder staged spontaneous cultural mash-ups, pairing unexpected talents across art, sport, and music. These live events celebrated possibility, cultural exchange, and human connection — designed to spark PR buzz and social amplification.
