It has been just over six years since Tinder launched its online dating app. While some people use the app to look for their soulmate, others are searching for something a little less serious, creating a pretty diverse target market for the brand. The company’s challenge has been to cast a wide net to capture their audience. To tackle this, Tinder recently hired photographer Ryan McGinley to shoot pictures for their new brand campaign, “Single, Not Sorry”.
The campaign features young individuals who are unapologetically embracing their relationship status as something that is fun, exciting, and even important. It portrays singleness as something valuable and intentional rather than something bad. Specifically, the photo shoot captures images of women dating the way they choose to. Here are some of the products:
Each photo has a fun tagline to go with it, which points back to the message of positive singleness. The ads certainly have a fun, free, and sometimes humorous feel to them. If the campaign is successful, it will communicate that using Tinder is fun, free, and sometimes humorous as well.