What should you do with the things your trashy ex left behind? Tinder found a solution to this age-old dilemma with an actual garbage truck. The hot pink Ex-press Disposal Truck, which appeared in Mumbai, India last year, was created as part of the Move On campaign. People were invited to throw away reminders of past relationships, from old hoodies and love letters to teddy bears, literally dumping their emotional baggage. The truck's lid bore the words Cold Memories, while warning stickers reading Caution: Emotional Baggage Inside added a playful touch.
The campaign and its videos quickly drew attention, with some even asking if they could throw away the memories too. Getting rid of a few belongings may not erase a past relationship, but sometimes moving on needs a small ritual. Through this performance, Tinder turned the psychological shift from breakup to new beginnings into a brand message. Would you throw away the things your ex left behind, or keep them?
The campaign and its videos quickly drew attention, with some even asking if they could throw away the memories too. Getting rid of a few belongings may not erase a past relationship, but sometimes moving on needs a small ritual. Through this performance, Tinder turned the psychological shift from breakup to new beginnings into a brand message. Would you throw away the things your ex left behind, or keep them?
FAQ
Where did Tinder's Express Disposal Truck operate?
It operated in Mumbai, India last year. Created for Tinder's 'Move On' campaign, this hot-pink mobile breakup collection vehicle allowed people to physically dispose of items left by ex-lovers, shedding emotional baggage.
What items did Tinder's Move On campaign collect?
It collected items reminiscent of past relationships like ex-lovers' hoodies, love letters, and teddy bears. The truck's side read 'Caution: Emotional Trash Stored,' and people participated as a psychological ritual to move toward new connections after breakups.
What was the response to Tinder's Express Disposal Truck campaign?
The on-site event and campaign video went viral, even sparking reactions like 'Can you really discard memories?' Tinder successfully conveyed its brand message about post-breakup closure and new beginnings through this playful performance.
