Match Encourages Self-Love Over Settling in New Outdoor Ads
RuPaul said it best: "If you can't love yourself, how in the hell you gonna love somebody else?"
Match takes that literally. In an outdoor campaign running in New York and Los Angeles, the dating app encourages self-love while looking for love. Rather than settling for the nearest warm body, Match wants you to focus inward, on yourself and your emotional wellbeing.
Created by Mojo Supermarket and shot by Matt Lambert, "Do You. Until You Find Someone Worth Doing" features images of self-pleasure coupled with witty copy.
"If they're the ghosting type, be your own boo," reads one ad. "If all they talk about is crypto, invest in yourself." A personal favorite, "If they're only hot and you're only bothered, just make yourself hot and bothered."
Click images to enlarge:
"2022 has officially become the year of mindful dating," says Rachelle Avila, comms strategy director of Mojo Supermarket. "Adults are tired of the mindless swiping, wasted time on first dates and situationships that go nowhere. We're seeing wellness transform beyond just personal well-being and into relational well-being."
Match partnered with BetterHelp to offer all Match users who are new to BetterHelp one free month of therapy. The campaign will also run on TikTok, Instagram, podcasts and via influencer collaborations, like this one with singer Ariana and the Rose:
@arianaandtherose A reminder to stop waiting to build your big beautiful life (with or without a partner) ✨ So excited to be teaming up with @matchdating for their incredible Do You campaign, @match How do you, do you? Use my sound and share with me! #UntilYouMatch #empowerment #relationships #dating #thoughts #piano #ad #fyp ♬ Do You Ariana and the Rose - arianaandtherose
"Mature adults know the importance of putting themselves first in order to better approach healthy relationships," Kate Carter, group creative director at Mojo Supermarket, tells Muse. "The campaign is about recognizing that doing you is doing yourself a favor by refusing to settle for anything less. So, you focus on number one. We'll focus on finding you the one."
Agency: Mojo Supermarket
Photographer: Matt Lambert
Production Company: Vers
Post Production: Studio Private