“We had an epiphany when working on this that was right in front of us—why is society always trying to un-Single the single people?" says Laddie Peterson, creative director, Wieden+Kennedy New York. "Being single is’t this purgatory you’re in until you pair up. It’s a really important time and it should be celebrated. I wish I had had someone tell me this when I was a young single woman.”
They enlisted photographer Ryan McGinley, known for his candid style that captures the energy and fun of young love, to shoot the campaign. White center-aligned statements like “Single does what Single wants.” “Single never has to go home early.” or “Single is a terrible thing to waste.” are surimposed to the pictures. The serif typeface used is Suisse Works, part of the Suisse family and available from Swiss Typefaces.
The campaign spreads from billboard posters to social media ads and TV commercials. As the app is available worldwide, the campaign comes in different languages depending on geographic areas.