Short List
CategoryC02. Use of Social in a PR campaign
Media Placement 2 MASTERPLAN MEDIA Hamburg, GERMANY
Media Placement 3 TINDER Los Angeles, USA
Production HECKLER Sydney, AUSTRALIA
Production 2 DIGART AGENCY Warriewood, AUSTRALIA

The Campaign

For a couple in an interracial relationship, no amount of representation is too small. So we launched #representlove, a global campaign petitioning Unicode to an add interracial couple emoji to the official consortium. To drive signatures and support, Tinder needed a social execution that was inherently shareable and could foster a two-way conversation with users around representation. We took to Facebook, Twitter and Instagram and asked real couples to share a photo using #representlove, with a very special response planned. In three times zones, we had teams of designers reply in real-time with a bespoke emoji based entirely on the two of them. From head to toe each emoji was customised to perfection, a miniature work of art to be celebrated and shared.


As our campaign adopts a style at the heart of culture, the couple emoji we designed needed to be indistinguishable from the real thing. But unlike standard emoji, our designs were all about the details. We created a master file with two body shapes which could be adorned with over 80 individual vector assets, from skin colours, eye shapes, hair, accessories and clothing accommodating all climates, each of which could be changed to any colour. And, of course, our designers would add bespoke touches from rips in the jeans to streaks of blonde hair. Billions of combinations. We knew the craft in each emoji we responded with would dictate the level of engagement we got back. We had teams of designers in Los Angeles, Berlin and Sydney working around the clock replying to couples in real-time. The result? Truly custom emoji to represent all love, worldwide.

1.7 billion media impressions (Objective: 300 million) 5.2 million video views (Objective: 2.4 million) 46.3 million uses of @tinder and #representlove (Objective: 8 million) We also smashed our petition goal amassing 50,276 signatures and counting on change.org. (Objective: 30,000) As a result of this campaign, Tinder received an overwhelming amount of positive media coverage for their efforts in the fight for diversity. We generated 216 pieces of press globally; including CNN, Buzzfeed, USA Today, Vogue and The Independent. HuffPost said ‘Tinder is continuing to invest in social issues’, Marie Claire remarked that ‘[With #representlove] Tinder gives everyone the right to express themselves’. Simultaneously, the petition for interracial emoji generated overwhelming support through our social channels, resulting in the most successful emoji petition of all time on change.org. Tinder is now planning to meet with the Unicode board in 2018 to make interracial couple emoji a reality.

The Situation

Since launching in 2012, Tinder has become known as “the hook up app”, a place for one-night stands and meaningless flings. Press coverage blamed Tinder for the demise of relationships, commoditizing sex and even the end of love. It’s not why the platform was created, but it’s how the media portrayed their brand all over the world. With #representlove, the world’s most popular dating app took back control of their narrative, a meeting ground for diverse people to come together. And with an overwhelming amount of positive media coverage for their efforts, Tinder was back, in a big way.

The Strategy

Tinder knew that 65% of their users 18-34 actively support diversity and are passionate about social issues. 72% of those surveyed also believe Tinder is the most racially diverse dating app. With this in mind, we knew our campaign needed to live where most of the debate around race relations exists – online. So we created a social film in mobile specific formats (9:16 and 1:1) that would kick start the campaign; pushing signatures to the petition on change.org. To spread the word, we partnered with key influencers in 6 markets, who were also in interracial relationships. For each influencer couple, we created a personalised interracial couple emoji, knowing that once they shared this bespoke creation using #representlove, the rest of the world couldn’t help but want one too. When they did we had teams of designers and community managers in 7 countries ready and waiting.


Name Company Position
Wesley Hawes Marcel Sydney Executive Creative Director
Scott Huebscher Marcel Sydney Executive Creative Director
Holly Alexander Marcel Sydney Head of Production
Grace O’Brien Marcel Sydney Copywriter
Andrea Sarcullo Marcel Sydney Art Director
Demian Hamann Marcel Sydney Digital Design Lead
Ryan Bernal Marcel Sydney Managing Director
Simon Davis Marcel Sydney Senior Producer
Josh Manning Marcel Sydney Social Strategist
Cathy Song Marcel Sydney Senior Planner
Bridget Donnelly Marcel Sydney Community Manager
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