Kaleidoscopic Taimi advert celebrates the beauty and diversity of the LGBT+ community
A still image from Taimi’s new advertising campaign, which champions queer visibility. (Taimi)
LGBT+ dating app Taimi has put queer visibility front and centre in a powerful new campaign that focuses on the importance of diversity.
The campaign, titled Home of Diversity, includes a kaleidoscopic, one-minute long video of queer people unashamedly kissing, holding hands and dancing with each other, delivering a vital message about the breadth of LGBT+ experiences.
The app has won praise for being particularly welcoming to gender diverse people, and co-founder Jake Vygnan wants users to know that Taimi is “there for them”.
“We definitely want to make sure that our users know that we are there for them,” Vygnan said.
“Many products have a distinct separation between the corporate world and the user experience. We definitely want to blur the lines, our users have a direct impact on the product. They are an integral part of Taimi as a platform.”
Taimi advertising campaign factored in staff ideas on LGBT+ visibility
The ads, created by creative agency Patsany, incorporated ideas from staff members across the Taimi network.
We wanted to understand down to the smallest detail what they like about the app, how they feel it, what kind of experience Taimi brings to them.
The idea, creative director Dmitry Latsyna said, was to understand what people like about Taimi and to factor in various ideas.
“The main tool in creating a campaign was our direct communication with the platform’s users,” Latsyna said.
“We wanted to understand down to the smallest detail what they like about the app, how they feel it, what kind of experience Taimi brings to them,” Latsyna added.
Helen Virt, head of business development at Taimi, said they wanted to show all sides of the app in their incredible new campaign.
“It was extremely important to have all the sides of Taimi covered in the ads. The viewers will get to see the streams, the dating, the socialising – all showcased in colourful creative pieces. The ads also touch on the importance of safety on the platform,” Virt said.
