Across London, Twitter is offering an antidote to boke-worthy Valentine's customs with relatable tweets that poke fun at the perils of dating life.
At a time where London is being coated in Valentine's Day romantic cheer, the social media giant is taking over tube platforms by replacing aspirational ads with mortifying stories, cringeworthy confessions and unlikely advice.
One tweet reads: 'My worst date will always be the one where I paid for the cinema ticket and snacks and my date reached out for the change from the cashier and put in his pocket'.
A nod to the dating term 'ghosted' - when the person you're dating cuts off communication with zero warning - another tweet reads: '*gets ghosted* Me: thank you for the 15-day free trial'.
Created by Flying Object, the out-of-home (OHH) campaign will come to life in Oxford Street, Piccadilly Circus and Tottenham Court Road. It also includes flyposting of printed assets across Clapham Junction, Queens Town Road Battersea and St Pauls Road Islington.
In a similar vein to its 'Visit #ScottishTwitter' campaign, alongside the OOH campaign, Twitter is creating an immersive experience in London's Covent Garden, which can be visited between the 13 and 16 February.
Vistiors to The Dating Twitter Advice Bureau will be able to browse semi-educational and entirely uninformative installations inspired by real-life tweets.
In the bureau, visitors can spin the 'wheel of misfortune' to find out whether your next date will be suave, confident or simply expensive. You can also lay flowers to lost conversations in the 'ghosting graveyard' and cringe till your face hurts at the 'gallery of awkward silences'. There is even a neon-lit adult area, where you can glimpse x-rated tweets at the peep show.
“The most hilarious, honest and real accounts of dating aren't those found in magazines, romcoms or on the apps, but within the Dating Twitter conversation," explained David Wilding, director of planning at Twitter UK on the Valentine's campaign.
"People come to Twitter to talk about what they really think about love and dating - the good, bad, awkward. We want to honour the true reality around the modern world of dating on Valentine’s Day, by bringing the most raw and relatable Tweets to life at the Advice Bureau, even if it’s not very helpful”.
Campaign Name: Dating Twitter
Creative Agency: Flying Object