Creative Work of the Week: Hinge dating app doesn’t mind dying so long as you find love
Dating apps are ubiquitous now, so to find one that stands out is rare. Hinge is staking its claim as an app that doesn’t mind when users leave, so long as they find their match. The first international campaign for Hinge conveys that sentiment with a cute character that happily meets its demise.
It doesn’t hurt that Hinge is backed by dating conglomerate Match, but the app’s international creative campaign helps it stand apart from its parent company.
The campaign features Hingie, a fuzzy representation of the Hinge icon brought to life, in twelve playful scenarios inviting its passing. Alongside messages such as “Find each other. Make us go extinct” and “Let the sparks fly. We won’t feel a thing,” the couples pictured are so engrossed in one another that they don’t even notice Hingie getting attacked by pigeons or being hit by a falling air conditioner unit behind them.
The point is that Hingie is happy to go away, sacrificing itself for love and willing to die for your great dates.
The campaign was done in partnership with creative agency Red Antler, will be live in New York’s subway stations, as well as streaming on digital platforms such as Hulu.
For its adorably morbid bit of whimsy, The Drum’s readers voted the campaign the Creative Work of the Week.
Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.
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