Description
Tinder realized that you can’t search for the next person if you’re still clutching a hoodie from the last one. And in a category crowded with superficial connections, the boldest thing a brand can do is help you say goodbye. Modelled after the classic Clean Up India campaign, Tinder created a moving-on ritual complete with a hot pink garbage truck and a parody anthem playing on the loudspeaker. The truck invited the heartbroken singles in Mumbai to bring remnants of past relationships and physically dump them into a literal garbage disposal machine. The result was a viral explosion, reaching 100 million people across 41 countries. It hit memes, LinkedIn posts, Reddit discourse, international headlines, and even radio shows in the USA, France, and Canada. The comments section across the board was flooded with requests to do their city next. Tinder struck a chord among Gen Z and young millennials through a messy, cathartic, but real sense of closure.
