Tinder Single Not Sorry
Tinder launched its hookup app six years and nearly 300m global downloads ago. Now, the company is swiping right on a brand campaign from Wieden+Kennedy that states that ‘single is a terrible thing to waste.’
After billions of swipes on the app that revolutionized dating, Tinder has kicked off its first major brand campaign, ‘Single is a Terrible Thing to Waste,’ an unapologetic celebration of single culture and the important role being single plays in people's lives. As the dating app with what it claims is the largest and most diverse platform, Tinder has a front-row seat to what’s trending in dating culture. The brand enlisted American photographer Ryan McGinley to pay homage to its single users in the new campaign around the 'single' concept.
The campaign breaks with a series of out-of-home and digital/social ads, featuring hero women dating the way they want to. The model woman is unapologetically single, confident and taking on new experiences head-on, embodying what single is today. The campaign embraces several phrases around the concept, including ‘Single Does What Single Wants,’ ‘Single Never Has To Go Home Early,’ and ‘Single Is A Terrible Thing To Waste.’
“We had an epiphany when working on this that was right in front of us – why is society always trying to un-single the single people?' asked Laddie Peterson, creative director, Wieden+Kennedy New York. 'Being single isn't this purgatory you're in until you pair up. It’s a really important time and it should be celebrated. I wish I had had someone tell me this when I was a young, single woman.'
Photographer McGinley is known for his candid style that captures the energy of young love, culture, and experience. He has worked with Beyonce, Lady Gaga, Timothee Chalamet, and other stars.
To get stats behind the campaign, Tinder recently conducted a survey that revealed that singles today aren’t just looking for their “happily ever after.” Young singles continue to demand inclusivity, freedom of expression, and freedom to do whatever they please with their bodies and their future, according to a release by Tinder.
The survey found that the majority of young millennials (72%) are making a conscious decision to be single for a period of time: they value their freedom and independence. 81% of respondents said that being single benefits them beyond their romantic lives – advantages like making new friends, being more dedicated to their work, and having more time for personal wellness.
Starting today (Oct. 8), Tinder’s brand campaign can be seen across Las Vegas, LA, NY, DC, Nashville, San Diego, Dallas, San Francisco, New Orleans and Chicago.
- Order Homesick's Tinder Single Not Sorry Candle. This candle is on a mission to bring people together. 100% USA-made and hand-poured soy candles! Smells like freedom and fun. Young, adventurous and very well traveled, forever on a mission to bring people together.
- This is 'TINDER - SINGLE NOT SORRY' by Femke Huurdeman on Vimeo, the home for high quality videos and the people who love them.
- London 20sec Local Campaign. What's new Vimeo Record: video messaging for teams Vimeo Create: quick and easy video-maker.
- The Tinder candle is not currently available at the moment, but you can get an email notification when it comes back in stock. It will ship after February 12 – just in time for “Single Awareness Day” (those are Tinder & Homesick’s words, not ours).
This is 'Femke Huurdeman Tinder Single Not Sorry' by Rekorder on Vimeo, the home for high quality videos and the people who love them.
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Tinder: Single is a Terrible Thing to Waste by Wieden+Kennedy New York
Tinder launched its hookup app six years and nearly 300m global downloads ago. Now, the company is swiping right on a brand campaign from Wieden+Kennedy that states that ‘single is a terrible thing to waste.’
After billions of swipes on the app that revolutionized dating, Tinder has kicked off its first major brand campaign, ‘Single is a Terrible Thing to Waste,’ an unapologetic celebration of single culture and the important role being single plays in people's lives. As the dating app with what it claims is the largest and most diverse platform, Tinder has a front-row seat to what’s trending in dating culture. The brand enlisted American photographer Ryan McGinley to pay homage to its single users in the new campaign around the concept.
The campaign breaks with a series of out-of-home and digital/social ads, featuring hero women dating the way they want to. The model woman is unapologetically single, confident and taking on new experiences head-on, embodying what single is today. The campaign embraces several phrases in the concept, including ‘Single Does What Single Wants,’ ‘Single Never Has To Go Home Early,’ and ‘Single Is A Terrible Thing To Waste.’
Credits
Agency: Wieden+Kennedy New York
Client: Tinder
W+K NEW YORK
Executive Creative Directors
Karl Lieberman
Creative Directors
Gary Van Dzura, Laddie Peterson
Copywriter
Luke Sacherman
Art Director
Blair Warren
Director of Art Production
Deb Rosen
Strategist
Brian Ritter
Account Team
Casey Jennings, Ashley Pratt, Sydney Gayner
Project Management
Yann Samuels
Business Affairs
Patrick ODonoghue, Carla Curry
Media Buying/Planning
Karlo Cordova, Mark Malloy, Stuart Augustine, Will Parker
Social / Comms Planning
James Williams, Jesse Derosa
Print Producers
Chris Whalley, Jill Kearton, Ashley Mehall,
Designers
Mike Nesi, Napoleon Nicdao
150 Proof
Christopher Coleman McClelland, Jesse Corinella
Trafficking
Sonia Bisono, Tina Wyatt
PHOTOGRAPHY / MOTION
Photographer / Director
Ryan McGinley
Photography Agent
Artist Commissions
Executive Producer
Shea Spencer
Producer
Felix Frith
Lighting Designer
Jordan Strong
Choreographer
Luisa Opalesky
First AD
Erwin Jefferson
DP
Steven Rico
Second AD
Josh Garcia
PRODUCTION
Tinder Werbung Single Not Sorry
Production Company
Hen’s Tooth Productions
Executive Producer
Mary Clancey Pace
Production Manager
Eric Jacobson
Stylist
Heidi Bivens
Set Design
Robert Sumrell
Casting
Cast Partner
Locations
Jake Metsa & Ali McDounough
POST PRODUCTION
Motion Post Production
Irving Harvey
Tinder Single Not Sorry Images
Post Producer
Samuel Gursky
Editor
Steven Rico
Photography Retouching
Two Three Two / Artists & Advertising
Post Producer
Cassandra Victor