Hinge - “Designed to Be Deleted”
This multi-year campaign created a differentiated positioning for Hinge as the only dating app willing to sacrifice itself for love.
We brought this proposition to life (literally) by creating Hingie, an anthropomorphized version of the app, whose sole purpose is to die every time a couple makes a connection. 27 deaths, 14+ spots, 2 OOH campaigns, and countless press articles later, Hingie has not only made an impact on culture, but also on Hinge’s business.
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project components
Campaign Concept
Broadcast
OOH
Social
Radio
Photography
Influencer Collaboration
Harnessing the Voices of Gen-Z
The 2022 campaign called for a nuanced approach to reach a younger target. Championing authenticity above all else, we tapped international TikTok creators to act as our voiceover talent—allowing them to put their own spin on the scripts for more of a reaction-video feel. A slightly grittier, more naturalistic look added another layer of realism to the campaign.
2019 & 2020 CAMPAIGNS
ECD: Lindsay Brillson
Senior Art Director: Elisa Werbler
Senior Copywriter: Cat Williams
Executive Producer: Amy Shore
Head of Production: Christina Cooksey
2022 CAMPAIGN
ECD: Lindsay Brillson
CD: Sarah Betts
ACD Copy: Alex DiBucci
ACD Art: Dawn Kim
Copywriter: Andy Mendes
Producer: Nadya Grace
Directors: RBG6
Editors: Ian Mackenzie and Dave Kosa
Photographer: Gustav Almestal