Tinder
Tinder had a cultural problem — Gen Z had moved on.
Masculinity was being redefined: strength wasn’t about dominance anymore, but empathy, creativity, and openness.
Women were asking for safer, more inclusive spaces.
The opportunity was clear — Tinder could become more than a dating app. It could be the platform that reflects — and amplifies — this new kind of masculinity.
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.
