ZERO FEET AWAY FROM
VISIONAIRE 65 FREE
Grindr partnered with the iconic Visionaire to promote its 65 FREE issue. For the first time in Visionaire’s over 20-year history, the limited-edition collectible released an issue titled “FREE” in the format of large-scale posters to be given away for FREE at public installations. GRINDR created an innovative campaign to drive its 200,000+ daily users to Visionaire hotspots in the New York City area.
VISIONAIRE 65 FREE Contributing Artist: Daniel Arsham, John Baldessari, Anton Corbijn, Wim Delvoye, Milton Glaser, Gigi Hadid, Glenn Ligon, Christian Marclay, Shirin Neshat, Yoko Ono, Ugo, Rondinone, Mario Sorrenti
FREE ART IN NEW YORK CITY
For three days in Spring ‘17, GRINDR featured 12 specially designed profiles for users to interact with, each one dedicated to one of Visionaire’s 65 FREE posters, inviting users from all over the city to show up and get FREE art.
THE SEARCH IS ON
With the GRINDR grid populated with custom Visionaire profiles, users could search the city for free art and hot boys at the same time. The closer the user became to one of Visionaire’s art distribution points, the higher the profile showed up on the grid.
All PROFILE photos by Remi Lamande with creative direction by Mark Hsu.
CHATTING WITH VISIONAIRE’S GRINDR BOYS
ON THE GRID
As they drew close, users messaged the profile owners for clues about the location. Grindr boys replied to assist in the final moments of the search. Meet Visionaire’s Grindr Boys here.