Match

Match faced an unprecedented challenge at the advent of the 2020 lockdowns: how to stir interest in online dating when there’s no chance of meeting in real life?

Match group joined with Ryan Reynolds’ Maximum Effort and Better Half to premiere “Match Made in Hell,” where Satan meets his perfect partner, 2020. This strategic collaboration involved production and an extended campaign that made “Match Made in Hell” among the most lauded and watched campaigns of the year.

Match’s core sentiment of “Adults Date Better” needed to be extended out into a tactical, eye-catching campaign across OOH and digital channels.

How do adults date better, anyway?

Better Half's “Sexy is...” campaign for Match showed how romance and attraction go beyond cliche platitudes once you get some real experience. Adults know that responsibility, commitment, and a home-grown cherry tomato from your garden are what really gets us going. Our playful approach scribbled, scratched, and wrote over the expected scripts of dating for a more mature alternative with a human touch.

To establish Match as the original authority on online dating——and in all things romantic in the modern era——we established their social channels as the primary point for education and engagement. Most people in Match’s demographic go to Instagram to get their questions answered and determine if the platform is right for them. We aimed to create meaningful and thought-provoking cultural content, through interviews, slang definitions, member features, expert advice, and affirming mantras.

Every year, Match spearheads a comprehensive report of the thoughts, trends, and behaviors of single adults in the United States. In 2022, Match wanted to share their findings across their channels in a digestible way that sparked interest and conversation from their audience.

Better Half developed and deployed a visual language, remixing Match’s brand guidelines for a distinct look and feel driven by motion graphics.

Finally, we were invited to collaborate with Match on peak initiatives, including “Peak,” the time of year, around Valentine’s Day, when dating platforms try to attract the most users. “Peak” initiatives often rely on triggering feelings of loneliness and dissatisfaction in order to attract users; we decided to go in the opposite direction, celebrating independence, trust, and confidence to set Match apart in a busy field during its busiest time.