The Challenge:

Tinder has been around for 10 years. It’s been the most popular
dating-app, but they are slowly losing dominance in the market.

The Brief:

Under mentorship of Marcus Yuen from Wieden + Kennedy NY,
the goal was to reignite the Tinder brand for Gen Z’s in an ever
confusing dating world.

Insights:

The new dating landscape can be confusing, which makes Gen Z’s undecided on what they are looking for. However, they DON’T take these online interactions too seriously. In fact, they might use it for anything BUT dating; like practicing a new language.

Solution:

In an age where the endless possibilities for online dating are overwhelming, sticking to Tinder’s fuss free profiles and casual interactions might be the better option. We want to let Gen Z’s know that “its okay to not know what you want”.