For this campaign, the creative team at the Guardian were briefed to make people see the Guardian’s online dating service – Soulmates – in a new light, by highlighting what makes it different from the rest.

The resulting strategy was to communicate the distinctive Guardian-ness of Soulmates. The lighthearted campaign uses provocative innuendoes that involve a clever play on words in order to highlight that Guardian readers who are looking for love are after someone with a shared intellect and interests, just as much as good looks. The campaign idea ran across press, display and social, and led to a 33% uplift in Soulmates subscriptions during its run.

Agency: The Guardian/Oliver
ECD: Rob Kavanagh
Creative Director: Sam Jacobs
Creatives: Paul Turner, Magnus Thorne
Copywriters: Magnus Thorne, Octavia Welby
Head of Brand and Awareness: Kate Davies
Marketing Director: Sonia Sudhakar