Letterboxd

"Your red flags are showing."

In the digital age, dating candidates can have their personality assessed and be judged by just a few clicks. This campaign playfully employs a culturally-aware narrative, making fun of the “male/female manipulator” personas.

Women age 19-25 (Generation Z) may be more likely to be actively involved in the dating scene, and encounter these personalities in real time. This characterization also makes light of a situation single people have often positioned themselves in as the evaluator. The brief includes 3 different physical advertisements (mockups shown below). 

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Activation: film festival showcase sponsored and operated by Letterboxd showing

"your favorite red flag movies" after users vote for the "problematic" films on social media .