Shouldn’t the entire point of using a dating app be to find someone—and get rid of the app?
We created a 360, international campaign rooted in the promise that Hinge is The Dating App Designed to Be Deleted—by bringing a furry version of the Hinge app icon to life for the express purpose of dying every time a couple hits it off. From broadcast TV, to subway, to a mural that begged to be destroyed, our “Hingie” bit the dust in the name of love over, and over, and over.
Now in its second round, the campaign lives on—even if Hingie can’t stop dying.
Company: Red Antler | Creative Director: Lindsay Brillson | Senior Copywriter: Cat Williams | Senior Art Director: Elisa Werbler | Producers: Amy Shore, Jackie Backer | Directors: RBG6 | Photographer: Gustav Almestal | Editor: Ian Mackenzie, Mackcut