PURE DATING APP

CLIENT HIGHLIGHT

For their high-budget 360 awareness campaign and official launch in Paris, sex-positive dating app Pure asked my agency Spice Creative to conjure the perfect narrative. After deep market research with the Pure team and some playing around the idea of “connections”, I came up with the idea to focus it around meet-cutes (or rather… meet fucks??) happening on the Metro. Get it? 😏

After drafting some copy in English and working closely with Pure’s marketing and design team to get everything popping, I brought in Lucie from my agency to copywrite in French with her excellent wordplay and a keen knowledge of the Parisian market. 

The campaign was a huge success and even won 2nd for best marketing campaign at the Sex Tech EU awards.

Pure’s Paris campaign

Empty subway station platform with colorful advertisement for dating app, featuring a stylized smiling face with a cherry on top and French text, digital display showing train info.

How I helped:

  • Market research

  • Constructing the narrative for the entire campaign, working closely with Pure’s -in-house marketing manager.

  • Created the following creatives, working with Pure’s in-house design team and Le Crime:

    -Billboards

    -Projections

    -Wildposting

    -Storefronts
    -Brand launch video

  • Copywriting

  • Sourcing and managing translation

The launch video

A social media video created to officially launch the Pure app in Paris and introduce the brand.

Hitting the streets

Provided by Uncle (who we partnered with to distribute the creatives in the right places), here’s a video of all the creatives myself and Lucie produced for this (so, so fun) campaign.

Black and white illustration of diverse people holding hands in a circle, with the words "Liberté, Sécu, Sensualité" and a small logo for Pure Dating App.
Six colorful advertisements for the Pure Dating App, each featuring stylized illustrations of characters with unique designs and French text.
Two comic strips in French. The first shows someone dressed as a masked figure at a metro station, with a giraffe image on a phone and text about a date addiction. The second depicts a person with a phone, smiling and talking about always finding the
Underground metro station with a colorful advertisement featuring a cartoon face inside a peach, with a leaf on a stem and the text "Pure à elle le plaisir." The station sign shows the line 11 to Rosny-sous-Bois, with the current timestamp 8:10.
Subway platform at Rambuteau station with signage, maps, and a colorful advertisement with a stylized figure and text promoting an app.
A woman in a black leather jacket and light blue jeans walking past a wall with two playful stickers. The top sticker depicts a stylized fish with a spoon and fork, with text in French that reads "Ceci n'est pas un cocu." The bottom sticker shows a c
City street scene with a free poster display board featuring black and white illustrations and French text, trees without leaves, and a modern bus stop shelter in the background, with a few pedestrians walking.
Street scene in Paris with a large cylindrical advertising column decorated with colorful illustrations and text, surrounded by pedestrians and cars, with trees and modern buildings in the background.

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