What if we celebrated breakups not as endings, but as fresh starts? Ahead of April 14 — known in Mexico as El Día del Ex (Ex Day) — Tinder and creative agency GUT México have launched an emotionally charged and visually powerful campaign called “Burned Logo.”
The concept? Turning heartbreak into a freeing ritual. In this bold initiative, Tinder invites people to symbolically burn remnants of past relationships — letters, photos, mementos — as a way to reignite something even more powerful: self-love and the hope for future connections.
Steering away from the clichés of sadness and regret, Tinder reframes breakups as beginnings. Central to the campaign is Tinder’s signature flame, now portrayed as both a symbol of emotional release and personal rebirth. In striking visuals, the flame consumes the past not as destruction, but as transformation.
According to José Rodrigues, Tinder’s marketing director for Latin America and Canada, “The campaign is for those ready to close a chapter with a positive outlook. We light the fire to burn the past — but also to reignite self-love and the excitement of new opportunities.”
Tinder's message is clear: a breakup doesn’t mean failure. It’s a transition — a chance to rediscover oneself and reconnect with others, on one’s own terms.
As with many of GUT México’s previous campaigns, “Burned Logo” is rich in symbolism and emotional storytelling. Breakups, while deeply personal, are also universally felt. The campaign captures that shared experience and channels it into a narrative of empowerment.
Agustín Osman, creative director at GUT México, explains: “Many people burn mementos from their exes. It’s symbolic. And in that flame, we saw not just goodbye — but Tinder’s logo itself. The future. Exploration.”
This poetic metaphor — a flame that both ends and begins a story — resonates with Tinder’s core values: freedom, spontaneity, and exploration, whether in love, friendships, or unexpected connections.
Beyond just promoting an app, Tinder is positioning itself within a broader cultural shift — one centered around self-worth, emotional resilience, and growth. By reclaiming April 14 as a celebratory moment, Ex Day becomes less about heartbreak and more about healing.
In a post-pandemic world where intimacy has evolved and individuality is increasingly embraced, the campaign feels timely and authentic. It sidesteps the usual rebound clichés and instead encourages intentional reconnection — with oneself first, then with others.
Through “Burned Logo,” Tinder reminds users that it’s not just about swipes and matches. It’s about restoring your spark, rediscovering your desires, and realizing that the end of a relationship can be the beginning of something even better.
