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.