Suddenly bald is hot. The Bald Guy Summer trend is all about owning a bald head with bulletproof self-assurance (like Pitbull). This summer, the internet took Pitbull, someone it once considered “cringe”, and turned him into one of summer’s biggest cultural moments, complete with an army of bald-capped fans. Not because he had changed, but because culture collectively changed its mind. For Tinder, it was a reminder that sometimes seeing new possibilities just means looking at something differently.
In Canada, Academy picked up on the trend and gave it to Tinder, to get singles thinking differently about dating. Gen Z singles often decide someone isn’t their “type” before giving the possibility a chance. The campaign, Tinder Baldies, encourages young Canadians to reconsider what, and who, they may have written off. For Tinder, The Bald Guy Summer was a reminder that sometimes seeing new possibilities just means looking at something differently.
Timed with Pitbull, aka Mr. Worldwide’s, Toronto performance on the September 5 weekend, Tinder Baldies brought its idea to life with the Tinder Scalpers Ticketing Booth, a mobile barbershop where fans could get fitted with a bald cap or choose to shave their head, and the Tinder Baldies Boat Party.
- Tinder Scalpers Ticketing Booth. From 1 pm to 7 pm, Tinder invited Torontonians to join the bald-loving movement by having their heads shaved or getting fitted for a baldies cap. Participants gained entrance to the Tinder Baldies Boat Party.
- The Tinder Baldies Boat Party. The boat toured nearly 200 “baldies” through the Toronto Harbour to the sounds of Mr. Worldwide. Think bald pong, a bald DJ, and low-pressure opportunities for connection.
Research conducted by the brand supported the approach: 85% of those surveyed agreed that confidence makes someone more attractive to them, while 44% said they find a shaved or bald head on a man attractive.
Wild postings, in-app ads and creator partnerships with Canada Shore’s Christopher Brown and Lila Romanin and Toronto-based creators, Matt Gupta, who shaved his head, and Carley Gonschior and Carly Sarah, who rocked bald caps, invited Toronto singles to join Tinder in celebrating Baldies by RSVPing to the party via Partiful.
Credits
Client: Tinder
Marketing Lead: Caitlin Benn
Creative Agency: Academy
Head of Strategy: Sabrina Babooram
Executive Creative Director: Chelsey Burnside
Creator Partnerships Lead: Megan Leahy
VP, Client Services: Theo Wolski
Account Lead: Ali Joyaa
Art Director: Brooke English
Copywriter: Darya Nikolayeva
Senior Producer: Nadine Farhat
Senior Producer: Sheldon Sam
Strategist: Saoirse Boyle
Leave A Reply