The Guardian newspaper launched Soulmates back in 2004 and has brought together thousands of couples over the years. But in an ever more competitive marketplace, they need to keep the offer relevant and fresh. With an obvious correlation for Guardian readers, it prides itself on a community of ‘smart, modern, independent people who are worth getting to know’.
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Working with London agency MRM Meteorite, we set about bringing together the idea of dating and storytelling into a topical press campaign based on the concept of ‘one thing leading to another’. The idea being we would highlight current affairs using humorous word play and illustrations to strike a chord with the smart, modern and love-seeking Guardian readership.
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