Tinder Partners with GUT Mexico City For Breakups ‘Ex Day’

Tinder has teamed up with creative agency GUT Mexico City for a new campaign that puts a fresh spin on the concept of breakups. Titled Burned Logo, the campaign is centered around April 14 – dubbed “Ex Day” – and encourages people to view the end of a relationship not as loss, but as a chance to begin again.

The campaign draws symbolic meaning from Tinder’s flame logo, presenting it as more than just a visual icon. Through print and visual materials, the flame is recast as a metaphor for emotional transformation—moving from the act of burning memories to sparking new connections.

“One of the first steps to moving on from an ex is getting rid of the objects they left behind. Many people do this by burning them. It’s a cathartic act. Liberating. And in that very flame, we saw something more: Tinder’s flame logo,” said Agustín Osman, Creative Director at GUT Mexico City.

By linking the flame to both emotional closure and future potential, the campaign aims to turn a traditionally difficult day into one of optimism and forward motion. According to José Rodrigues, Marketing Director for Tinder in Latin America and Canada, the initiative encourages users to “reignite the spark of self-love” and pursue new connections—whether they’re short-term or long-lasting.

This campaign helps to nudge Tinder’s perception into both a dating platform and a tool for renewal after a breakup – a simple but important distinction that could see the platform getting a rush of new traffic as a result of the “Sledging” triend that saw a number of relationships form purely for comfort over the holiday season.