HERE BE DRAGONS / ODDBOX
Soilmates
To assist with Here Be Dragon’s PR campaign for food waste fighters Oddbox, we were tasked to create the first dating service for lonely veg – ‘Soilmates’. The site allows users to select two vegetables that need using at home and the outcome of the ‘match’ would be tasty, low waste recipes to put them to use.
- Illustration
- Web design
Background
The campaign was launched on the back of Oddbox’s ‘Do Good Report’ which found the average Brit throws away 10% of fruit and veg purchased every week. With a further 21% of respondents admitting to throwing away certain items because of how they look.
17.5k
Views
12k
Participants
7.4k
Matches
150
Emails collected
The team at Oath Studio have a brilliant combination of technical know-how and design prowess, both of which were needed to execute our campaign successfully. They completely understood our brief from the get-go and helped make our crazy idea a reality. Despite a few changes along the way, they gave the project their full attention and were not shy to give recommendations. Wouldn’t hesitate to work with them again!
Lola Campbell, Account Director at Here Be Dragons
HOW WE DESIGNED IT
‘A Tinder for vegetables’ was the brief, so we wanted to ensure the UI felt familiar enough that it was easy to use. We mimicked traditional dating site’s ‘swipe’ feature to navigate the vegetable profiles. Users could also refine their search for recipes by selecting if they wanted something ‘saucy’, ‘spicy’, ‘comforting’, ‘quick’ or ‘impressive’ – playing on the different types of relationship or encounters people seek online.
PROFILE DEVELOPMENT
To really play on the dating app concept and the humorous juxtaposition between real human singletons and lonely vegetables, we crafted illustrations that personify the vegetables using common dating app stereotypes. For instance Clarence Umber (Cucumber) is fresh out of a relationship and Alan Ium (Onion) is a teary eyed softie who just wants to find love.
