The Guardian: Soulmates – Dating with a two track mind

The Guardian, a UK newspaper brand, launched innuendo-fuelled headlines on its dating section, Soulmates, to encourage sign-ups for like-minded people.

Campaign details

Brand: The Guardian Lead agency: OLIVER

Campaign Overview

Making daters see Soulmates in a new light, and different to the others.


There was a need to communicate the distinctive Guardian-ness of Soulmates so the audience could see a middle ground between regrettable hook-ups and data driven matchmaking.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands