Senior Art Director, New York
Senior Art Director, New York
DAZED is an independent British magazine for the culturally curious & socially active youth. NEW CAMPAIGN, WHO DIS? ZILLENNIALS ON THE DATING SCENE. They’re turned on over shared values. THERE’S JUST ONE PROBLEM THO . . . IT’S NERVE WRACKING TO DISCUSS POLITICAL OR SOCIAL VALUES WITH SOMEONE NEW.
BUT DEEP DOWN, WE ALL WANT TO BE ON THE SAME WAVELENGTH.
DAZED CREATES A DATING APP THAT CONNECTS USERS OVER SHARED VALUES FROM NEWS ARTICLES.
THE TWIST? USER PROFILE PICTURES ARE ONLY REVEALED IF BOTH PARTIES AGREE TO CONNECT.
To get started, users choose key topics they care about to build their base profile.
React to article headlines to get more personalized matches.
The more users swipe, the more suggestions they’ll get for potential matches who interacted similarly with Dazed articles. Users can filter matches by values they care about the most.
Users can click into suggested matches profiles to access a mind map of all the topics they care about. Click and hold the topics to access the respective articles the user reacted with.
Dazed will run sponsored Instagram polls that let users react to trending news topics, teasing the app’s main feature.
Next, we’ll officially launch the campaign nationwide by showcasing the results from the Instagram polls via billboards everywhere.
Run an accompanying local OOH campaign to show how much neighborhood residents have in common, integrating the local dating app vibes into the campaign message.
Give out branded condoms on college campuses where users can scan the package to reveal conversation starters on Snapchat.
A mentally arousing movement for the most mindful dating generation.