Tinder - Young Again

Repositioning Tinder from a hookup app, to the brand that allows you to be young again.

After three years of COVID restrictions, and the pressure of growing up, the youth missed out on the most important moments of their lives (etc. skipping classes, meeting new people, falling in love, spontaneous karaoke, etc). Every young person in Japan knows this period as “seishun” (springtime of the youth).

Tinder believes that seishun doesn’t end when high school does. Seishun is one swipe away, instantly meeting new people and experiencing new exciting moments.

We took over the busiest, most popular area in Tokyo.

We also opened a Swipemart, full of branded merch, superswipes and concerts.

As part of our campaign to encourage young people to take back their youth, we opened a konbini (Japanese convenience store) in the heart of Shibuya for four days. Konbini are a go-to spot during a night out, from pre-drinks to late night snacks.

We created original Tinder products and merch—putting a new spin on konbini staples. Everything from “Super Like Chips,” to spicy Tinder Chiki underwear and socks.

Every night at 9 pm, our konbini would turn into concert venue, with artist performing intimate sets from behind the cash register.