US – Postdates' tongue-in-cheek service allows newly single people to seamlessly get belongings back from their exes. At first glance, it seems like a useful service to help users avoid uncomfortable confrontations, but the project has an ulterior motive: to raise questions about our reliance on technology.
Launched by the creative team behind the satirical Amazon Dating site, Postdates is now live in New York and Los Angeles for a limited time. Users can either request or send possessions that have been left behind, choosing from packages such as Lived Together – in which items include dog bowls and a cast-iron skillet – or Hooked Up, which ranges from commonly requested hoodies to iPhone chargers. The brand has partnered with delivery services Airpals and Gourmet Runner to connect the broken-hearted with a driver for 24-hour delivery.
Campaigns that parody our incessant start-up culture may be nothing new, but Postdates is taking this a step further by launching as a fully operational service. The concept intends to hold a mirror up to society’s use of convenience services to avoid awkward conversations and human moments that are integral to developing a resilient sense of self.
Convenience has accelerated, but a backlash may be looming. Brands should create services that re-introduce clumsy moments of human connection rather than alleviating these frictions with technology.