Authenticity. Truthfulness. Today it’s never been tougher to live by those values and to stay true to ourselves and towards others. Between fake news and social media that pushes us to display a distorted and filtered versions of ourselves, it seems that fakeness is now part of our daily lives. Online dating is no exception to that cultural shift. Singles are under more pressure than ever. The rise of “easy to use” dating apps has transformed romance into a game: Catch them all, or play again. We’re used to binge consumption; now too many of us are binge dating. No wonder 57% of single women find modern dating exhausting*!
Match is determined to continue to fight for real connections and has what matters the most: committed singles ready for real stories.
«Match isn’t a free dating service. Our subscription is a commitment in itself. We believe our singles are truly committed to – and involved in – their search for love. They know why they are here. They don’t pretend or have fake intentions», declared Emilie de Fautereau, VP Brand & Communication Europe – Match Group. This isn’t new news. But it’s what matters now to fight this world of fake. And it’s the only way online dating can do its job: help people to start reaI stories.
This is why we’re launching our new brand platform and tagline: MATCH. START SOMETHING REAL.
Match wanted to express this new positioning through a bold and impactful creative campaign. Created and orchestrated by Marcel Worldwide, directed by Helmi, the campaign displays a world drenched in fakery and artificialness at first, in order to emphasize the true emotions and authenticity of a real story on Match.
The campaign will be roll out in France, UK, Germany, ltaly, Netherlands, Spain, Sweden and Norway, on TV/ digital and cinema. Multiple formats (45s, 30s, 20s, l0s, 6s) have been created for this campaign and will debut the 26th of December 2078.
ln order to further sustain the new band signature “Start something real”, the agency also created a new radio execution, featuring former singles that actually found love on Match.
CREDITS
MATCH
CEO • Alexandre Lu bot
CMO • Karine Dussert Sarthe
VP Brand & Consumer Europe • Emilie de Fautereau
Marketing Manager Europe• Julie Deffontaines
Social Media Manager Europe• Clara Lesaulnier
MARCEL
CEO • Pascal Nessim, Charles Georges-Picot
Creative Chairman • Anne de Maupeou
Creative directors • Gaëtan du Peloux, Youri Guerassimov
Art Director • Clément Séchet
Copywriter • Antonin Jacquot
Managing partner & CSO • Nicolas Lé\.Y
Strategist • Léoda Esteve
Associate director • Sébastien Jauffret
Account director • Alexandre Kobylko
Project director • Eva Castrillo
Social media• Anh-Dao Lepinaux, Inès Del Fabbro
Agency Producer • Cleo Ferenczi
Production Company• Insurrection
Director • Helmi
DOP • Julien Poupard
Producer • Erinn Lotthé Guillon
Line Producer• Sybil Esterez
Post-production• Prodigious // Celine Gourdon
Sound Production• Prodigious // Marion Gourdon
Music
Title YourTime ls Up
Editors • Megatrax/ Marquee Music
Produceurs• Megatrax/ Marquee Music
Composers/Authors/Performers• Daniel Merlot, Adam Aukai Le Blanc, Aurelien Ronan Xavier Poudat, Aurelien Alexandre Chavoix, Stefan Broadley, Sam Mehran, Michelle Yerhyn Choi
Origin country USA
Title • “Open” (instrumental) RHYE
Authors/composers • Robin Hannibal Moelsted Braun/ Michael Edward Milosh,
Performers • RHYE
Editors • Universal/MCA Music Publishing / Downtown Music Publishing Master owner • Universal Music
Press Relations of Match: Christie Kristensen
c.kristensen@meetic-corp.com
Press Relations of Marcel: Nathalie Roland
*Source Love Connection 2079 – The annual European reference study on singles and dating The survey was conducted by Kantar TNS on behalf of Match, from October, 29th to November, 76th 2078. 9,704 singles between 78 and 65 years in 7 European countries were interviewed (UK, France, Germany, the Netherlands, Sweden, ltaly and Spain)
