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The campaign saw 35 Londoners gather by the Eros statue in Piccadilly Square, London, wearing paper bags over their heads.
Participants decorated the bags with vivid designs which incorporated a quirky fact about the wearer. Examples included 'no-one has seen my tattoo' and 'I used to be a spy'.
Havas said the campaign aims to reflect Loveflutter’s USP - blurring a user’s profile picture until a potential match has read about their personality.
The event ran in conjunction with a poster campaign, which also features the paper bag motif.
Steve Marinker, managing director of Havas PR UK, said: "Initial attraction may often be down to looks alone, but successful dates are more likely where personalities match. Loveflutter recognises this, and our campaign brings its unique proposition of ‘intrigue first’ to life."
Daigo Smith, co-founder of Loveflutter, added: "Loveflutter is a dating approach with a difference, so we briefed Havas Worldwide London to create a campaign that would make us stand out. With this campaign, they’ve really achieved that."
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