Valentine’s Day tends to sit at the gooey end of romantic. It’s all about flowers, chocolate and idealised love provided by Cupid, the sweet angel symbol for finding love.
We Are Social has decided to subvert our ideas of Valentine’s Day – and of Cupid.
The agency has brought Cupid to Snapchat. A Cupid unlike the chubby angel you’ve always known him to be.
Meet Cynical Cupid.
He answers you burning question about love. But with answers you might not want to hear.
The agency has combined the talents of its creative technology and future technology teams in London and Paris for this social tech experiment, which used Snapchat’s recently launched Lens Studio – a new tool which allows anyone to create and publish their own World Lenses, to bring #CynicalCupid to life.
To discover Cynical Cupid’s words of romantic ‘wisdom’, users launch Snapchat on the default camera view and hover over the Lens Snapcode. Once the Lens is fully loaded, a pop-up will appear to unlock Cynical Cupid for 24 hours. Users can then ask Cynical Cupid, “Will I ever find love?” and get one of a series of satirical answers which they can record and share with followers and friends.
Nathan McDonald, co-founder & group chief executive officer at We Are Social, explained, “It’s exciting to see our expertise in social and our ongoing commitment to innovation come to life in such a fun and creative way. Collaboration between our teams in Paris and London has given us a unique opportunity to be one of the first agencies to design our own World Lens via Snapchat’s Lens Studio. Combining our understanding of user behaviour on the Snapchat platform with the creative possibilities of the Lens technology enables us to better inform our clients on upcoming trends, whilst showcasing the capabilities of our creative technology teams.”
Stéphane Maguet, head of creative technology at We Are Social in Paris, added, “Across the business we’re constantly looking for ways to utilise the latest technology and platform updates for our clients, and our monthly social tech experiments provide the perfect forum for us to do that. Snapchat’s Lens Studio offers a unique opportunity for brands and individuals to express their creativity through a previously restrictive and costly format, and Cynical Cupid has provided a humorous and unique showcase of just what this update has to offer.”
To discover Cynical Cupid, flash the SnapCode and he will appear:
- On Android: Turn up the Media volume on your mobile, not the Ringtone one
- On iPhone: Turn up the general volume on your mobile, and deactivate the silence mode
- Launch Snapchat app on the default camera view (not the frontal one)
- Point the camera at the Lens Snapcode and hold your finger until the Lens is fully loaded
- A pop-up appears, tap Unlock for 24 hours
- To record the Snap, hold one finger on the central button at the bottom of the screen, ask, Will I ever find love?
- While still holding the record button, just tap Cupid’s head which has appeared on the ground facing the camera.
- Some hearts will appear and then Cupid will answer.
- Record and share with friends and followers.
Agency: We Are Social
Head of Creative Technology, London: Matthew Payne
Head of Creative Technology, Paris: Stéphane Maguet
Executive Creative Director, Paris: Thomas Guilhot
Executive Creative Director, London: Allistair Campbell
Designer & Technologist, Paris: Benjamin Bartholet
Art Directors, Paris: Jacques Denain & Fabien Gailleul
Creative Planner, Paris: Fabien Gaëtan
Senior Strategist, London: Diego Chicharro
Junior Strategist, London: Casper Vahlgren
Senior Communications Executive, London: Ryan Dubras