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Graphic Dating Campaigns

These Illustrated Wematch Ads Offer Hands-On Matchmaking

— May 30, 2011 — Naughty
Online dating websites have been, true to form, increasingly offering the image of technologically-based set-ups, but this is where these illustrated Wematch ads deviate. Instead of highlighting the system's success at introducing members based on equations and formulaic questions, this particular network is attempting to suggest a more hands-on approach.

The McCann Worldgroup advertising agency of Thailand has appropriately chosen to use drawings to depict happy couples, so to indicate that the company understands intimacy. Two of the prints describe what it is to be in love and the changes to one's lifestyle when entering a relationship, while a third is entirely interested in sex. The third and most explicit of the illustrated Wematch ads compares, through graphic and revealing sketches, the differences between having sex and making love.
Trend Themes
1. Personalized Matchmaking - Trend that focuses on matching people based on more personal factors, instead of just algorithmic calculations and questions.
2. Creative Advertising - Trend that utilizes art or alternative mediums to promote a product, service or concept and engage audiences in an unexpected way.
3. Intimacy-focused Branding - Trend that emphasizes the personal, emotional and shared aspects of relationships in branding and marketing strategies.
Industry Implications
1. Online Dating Industry - Industry that includes businesses and services that facilitate online matchmaking, connecting people through various digital channels and tools.
2. Art and Design Industry - Industry that encompasses various aspects of creative work, including but not limited to illustration, graphic design, and advertising.
3. Sexual Wellness Industry - Industry that focuses on products, services, and education related to sexual health, relationships, and experiences.
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