In a bold and innovative move, B3, Brazil’s stock exchange, teamed up with the popular dating app Tinder last year to promote cultural engagement and spark meaningful connections. The brainchild of ad agency Tech and Soul, the campaign, aptly titled “Date at the Museum,” offered a fresh take on the traditional dating scene, combining art appreciation with modern matchmaking.
At the heart of the campaign were two fictional profiles on Tinder, inspired by iconic artists Frida Kahlo and Vincent Van Gogh, dubbed Kakah and Vicente respectively. These profiles, meticulously crafted with the assistance of artificial intelligence, aimed to capture the essence of the artists’ personas and aesthetics, offering users a unique and intriguing experience.
When a “match” occurred between Tinder users and Kakah or Vicente, a message was automatically sent inviting them to rendezvous at a museum. “Loved meeting you. If you want to find me, I’m at MASP,” read the message from Vicente, setting the stage for a memorable date filled with art and culture. The campaign encouraged users to explore not only MASP but also other cultural centers sponsored by B3, including the São Paulo Pinacoteca, MIS (Museum of Image and Sound), and the renowned Inhotim Institute in Minas Gerais.
Beyond facilitating romantic encounters, “Date at the Museum” underscored the importance of cultural enrichment and highlighted the accessibility of these cultural institutions, thanks to B3’s sponsorship. By offering free visits to various museums and galleries, B3 aimed to democratize access to art and promote a deeper appreciation for Brazil’s rich cultural heritage.
To amplify the campaign’s reach, influencers were enlisted to share their “matches” with Vicente and Kakah on their social media platforms, further igniting interest and enthusiasm for the initiative.
“Date at the Museum” represented a fusion of technology, art, and romance, offering participants a novel and enriching way to connect with one another and explore the vibrant cultural landscape of Brazil. As the campaign unfolded, it promised to inspire countless individuals to embark on unforgettable museum dates, forging lasting memories and meaningful connections along the way.