Loveflutter is a dating app with a difference. you see a quirky fact first, then if you like the sound of the person, you see their photo. It really puts personality before looks. We needed to convey what Loveflutter stood for, make an impact against the big hitters like Tinder and do it all for peanuts.

We came up with Paper Bag Speed Dating.

At events in London and New York, Loveflutter invited singletons and journalists to attend speed dating events with a difference.

All participants were given a paper bag and some marker pens. They were then asked to decorate their bag however they wanted – words, poems, pictures – and then go find a date with a bag on their head!

We caught the public’s attention, garnering coverage in UK and US press. People gossiped about us on TV on both sides of the pond, as well as the internet being all over us.

We grabbed the world’s attention with some marker pens and a few paper bags.

We hit on the idea of transforming Loveflutter’s unique feature into a dramatic and contagious communications idea – paper bag dating.

At events in London and New York, Loveflutter invited singletons and journalists to attend speed dating events with a difference.

All participants were given a paper bag and some marker pens. They were then asked to decorate their bag however they wanted – words, poems, pictures – and then go find a date with a bag on their head!

We knew we were taking a risk. A paper bag on the head is short-hand for ugly.

We reasoned that if we could use the idea to challenge conventional thinking we could give ourselves a platform which would not only bring the brand to people’s attention but spark a conversation about relationships, dating and the role of technology.

The posters brought loveflutter’s ethos to the general public and helped generate a 1000% increase in their database, with their app downloaded 1 million times.