Situation

There are more than 2,500 emojis on our keyboards. They allow us to show emotions, give clarity and context to our conversations, and illustrate the world around us. Emojis also help us express important parts of our identities, including race and sexual orientation.

However, these two areas haven't been connected, which is why Tinder decided it was time for change.

As the world's most diverse dating app, Tinder is used in 190 countries and available in more than 40 languages. When a study found that the rise of online dating -spurred by Tinder- has led to an increase in interracial marriages, we counseled our client to lean into diversity as a point of differentiation among a sea of competitors. In doing so, Tinder could use the emojis as a leaping off point for a brand conversation about love that knows no bounds.

Creating A Call to Action