The Problem

Match is one of the most recognized names in dating, but recognition alone doesn't change perception. For years, online dating has been dominated by conversations around red flags, ghosting, and swipe fatigue. The challenge wasn't introducing Match to people, it was giving them a new reason to believe in it.

The Ask

Create a campaign that shifts the conversation from what's wrong with dating to what's worth celebrating. The idea needed to live across social media while extending beyond the screen into a memorable branded experience that people would actually want to keep.

Solution

Green Flags transforms positive relationship behavior into a cultural conversation. Through a social campaign built around relatable "green flag" moments, Match reframes emotional maturity as something aspirational, shareable, and worth celebrating.

To bring the idea into the real world, I designed a premium conversation card game that encourages meaningful conversations offline. At a time when consumers are craving tactile experiences and physical products from brands, the game turns the campaign into something people can gather around, play, gift, and display, extending Match beyond the app and into everyday relationships.

The result is a campaign that doesn't just advertise better conversations, it creates them.