RESUMÉ – Smitten, the Icelandic dating app, which entered the Swedish market in 2022, has launched a bold out-of-home push across Stockholm’s public transport system with messages like “Just break up!” and “You deserve to be single.” Developed by agency Make Your Mark, the campaign deliberately challenges conventional dating app narratives that traditionally glorify coupling. The messaging has appeared across buses, the metro, university campuses, podcasts, and social media – and has already generated organic discussion.