Tinder: Single is a Terrible Thing to Waste by Wieden+Kennedy New York

Client: Tinder
Date: Oct 2018
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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

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

Post Producer

Samuel Gursky

Editor

Steven Rico

Photography Retouching

Two Three Two / Artists & Advertising

Post Producer

Cassandra Victor

Overall Rating
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Overall Rating
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