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