Authenticity and truthfulness are things everyone want in others. Sadly, the world today makes it easy for people to bend the truth and tell fake stories. So they do. In a world of fake – fake news, fake personae, fake intentions – it can be hard to find something real and meaningful…
…including in online dating, where authenticity and truthfulness are especially important. The rise of “easy to use” dating apps has transformed romance into a game: Catch them all, or play again. They foster binge dating devoid of a valuable outcome. And according to a recent study, 57% of single women find modern dating exhausting. [Source Love Connection 2079 – The annual European reference study on singles and dating The survey was conducted by Kantar TNS on behalf of Match, from October, 29th to November, 76th 2078. 9,704 singles between 78 and 65 years in 7 European countries were interviewed: UK, France, Germany, the Netherlands, Sweden, ltaly and Spain]
Match has decided to change the game, to fight for real connections and what ultimately matters most – real relationships. And agency, Marcel, created its new brand platform and tagline, Match. Start Something Real, to underpin that aim.
At the spearhead of Marcel’s campaign for Match is a film, directed Helmi through Insurrection, that contrasts today’s most prevalent fakes with the authenticity of a real Match story.
https://youtu.be/6ekFO7TnJDo
“Match isn’t a free dating service. Our subscription is a commitment in itself. We believe our singles are truly committed to – and involved in – their search for love. They know why they are here. They don’t pretend or have fake intentions,” explained Emilie de Fautereau, vice president brand & communication Europe – Match Group.
“This isn’t new news. But it’s what matters now to fight this world of fake. And it’s the only way online dating can do its job: help people to start real stories.”
The campaign video is running in France, UK, Germany, ltaly, Netherlands, Spain, Sweden and Norway, on TV, digital and in cinema in lengths from 45 to 6 seconds, supported by a radio execution, featuring former singles who found real love on Match.
Credits
Agency: Marcel
Chief Executive Officers: Pascal Nessim & Charles Georges-Picot
Creative Chairman: Anne de Maupeou
Creative Directors: Gaëtan du Peloux & Youri Guerassimov
Art Director: Clément Séchet
Copywriter: Antonin Jacquot
Managing partner & Chief Strategy Officer: Nicolas Lé\.Y
Strategist: Léoda Esteve
Associate director: Sébastien Jauffret
Account director: Alexandre Kobylko
Project director: Eva Castrillo
Social media: Anh-Dao Lepinaux & Inès Del Fabbro
Agency Producer: Cleo Ferenczi
Production Company: Insurrection
Director: Helmi
DOP: Julien Poupard
Producer: Erinn Lotthé Guillon
Line Producer: Sybil Esterez
Post-production: Prodigious
Post-producer: Celine Gourdon
Sound Production: Marion Gourdon
Music: Marquee Music
Editors & Producers: Megatrax
Client: Match
Chief Eecutive Officer: Alexandre Lu bot
Chief Marketing Officer: Karine Dussert Sarthe
VP Brand & Consumer Europe: Emilie de Fautereau
Marketing Manager Europe: Julie Deffontaines
Social Media Manager Europe: Clara Lesaulnier
