Havas Worldwide London has concealed the faces of potential lovers with vividly decorated brown paper bags in a visually arresting campaign for a new dating app called loveflutter.
The idea behind loveflutter is that it lets users choose potential dates based on quirky facts about themselves, rather than on how they look. Users’ profile pictures are initially blurred and only come into focus once the fact is read.
Havas Worldwide brings this proposition to life by showing people and their quirky facts. The twist is that the facts are illustrated on paper bags, which are placed over the people’s heads, ensuring their anonymity is preserved.
The ads also feature the hashtag #QuirkyMe and the strapline ‘Bye bye boring dating’, advising users the app is available on the App Store. There are nine different executions revealing facts such as ‘I was an extra in Flash Gordon’ and ‘I book into restaurants as Franz Kafka’.
The campaign is running outdoors on regional sites across the UK
Steve Marinker, Managing Director of Havas PR UK, said: “Initial attraction may often be down to looks alone, but successful dates are more likely where personalities match. Loveflutter recognises this, and our campaign brings its unique proposition of ‘intrigue first’ to life.”
Daigo Smith, Co-Founder of Loveflutter, said: “Loveflutter is a dating approach with a difference, so we briefed Havas Worldwide London to create a campaign that would make us stand out. With this poster campaign, they’ve really achieved that.”
The advertising is being backed with a PR campaign where hordes of Londoners (by Eros in Trafalgar Square) and New Yorkers take to the streets wearing paper bags on their heads, also created by Havas Worldwide London.