Create your own destiny is a wonderful promise for a dating site. It has been given to over 50s dating site, Ourtime (DisonsDemain in France), by agency, Steve.

The message is housed in a “don’t dream it, be it” story with the look and feel of a Hollywood romance (very clever) and aims to motivate singles who are more self-confident and more connected than ever, and who just need that little push to take the plunge. 

The new campaign takes a much more generational approach than its previous communication. Create Your Own Destiny presents a vision of dating after the age of 50 anchored in today’s reality. It rewards them by presenting them as a realistic generation, no longer waiting for Prince Charming, but ready to take their love life into their own hands.   

For the new film, agency Steve chose feature film director, Jaco Van Dormael, known for his storytelling in films like Mr. Nobody and The Eighth Day, and his production company, Hamlet. 

The 45-second brand film will be accompanied by films which highlight Ourtime’s specific features like video calls, interest filters, and events the brand organises. The full campaign, which covers  TV, cinema, and digital, initially launched in December 2021 in France with films of 10-, 20-, 30-, and 40-seconds. It is also running in other European markets where the brand is present – Spain, UK, Netherlands and Italy.

Credits 

Client: DisonsDemain (Meetic) 
CEO Match Group EMEA & APAC : Alexandre Lubot 
CEO Meetic Group : Matthieu Jacquier 
CMO : Céline Boudiere 
Brand & Consumers VP: Jérôme Riviere 
VP Business Line Seniors: Marion Graff  
Senior Marketing Manager: Hortense Canel 
Junior Marketing Manager: Pau Esteve 

Agency: Steve 
Creative Director: Guillaume Lartigue 
Copywriter: Lisa Videau 
Art Director: Clara Petit 
Strategy Director: Laure Lagarde 
Account Management : Louis Tierny & Laureline Levy 

Production Company: Hamlet 
Director: Jaco Van Dormael 

Sound: Tranquille Le Chat