The first Sunday of January is set to be the busiest day of the year for dating apps, as users take to Tinder seeking a fresh approach to love. Last year Tinder users responded on average 19.4 minutes faster on that day, when compared with any other Sunday of the year. While the number of ‘Likes’ was up by 18.2%.

Ahead of the dating frenzy, Tinder has launched its first UK brand film as part of its ongoing ‘It Starts with A Swipe’ campaign. The film showcases the power of human connection and broadens the outlook on dating, focusing on the relationships and formative moments that come along the way to finding the one.

The film is designed to resonate with young singles and focuses on a young girl, Ava, moving to a brand-new city. At the start of the film she sends a voice note to her sister expressing her apprehension and loneliness. Her sister responds that the city is full of 8 million people she should try to go out and meet.

From a first date with Nathan who challenges conventional dating norms, to a date with Maya, who turns out to be a better friend then romantic partner, the film shows how relationships can develop. It highlights how meeting and learning from others helps to enrich a life. The narrative shows that different types of relationships can develop over time, challenging preconceived conceptions about immediate sparks and celebrating the journey of finding a connection rather than a single outcome.

The film is set to the track ‘Deadbeat Gospel' by Edinburgh-born producer Barry Can’t Swim, combined with the lo-fi cinematography the uplifting track embodies the overwhelming, uplifting feeling of moving to a big city and a first sense of freedom. The film was created in collaboration with W Communications and directed by Jamie Whitby. The campaign will be delivered across TV, video on demand and cinema across the UK. 

The film has been designed to appeal to young singles and aims to accurately reflect the experiences of self-realisation and personal growth in the journey to love. Research from Tinder recently found that  75% of young singles believe their generation is challenging the dating and relationship standards of previous generations, so the film aims to push the usual dating narratives beyond ‘finding the one’ and to the ‘realness in dating.’

“Tinder is the world’s most popular app for meeting new people. It enables connection between people that may never have normally met. Today, no dating journey is linear, it is full of possibility and self-discovery as our desire for human connection is as strong as ever. Our brand film aims to create a ‘that’s me’ moment - whether it’s remembering when you moved to a new city or sought new relationships and the crucial role that Tinder can play.” Says Joanna Pons, Senior Marketing Director, Northern Europe, Tinder.

By listening to how young people want to experience dating and broadening the definition of finding love to building meaningful connections, Tinder showcases the power of humanity and its unique ability to help forge relationships.