Hinge Celebrates Losing Dating App Users In New Campaign

Hinge Celebrates Losing Dating App Users In New Campaign
B&T Magazine
Edited by B&T Magazine



Hinge celebrates singles breaking up with their dating profiles in a new campaign via Opinionated.

Hinge’s latest ad campaign celebrates the moment all dating apps users long for — finally deleting their dating profile.

The four new spots playfully feature daters sharing the news with their profile pictures that it’s time to break up.

Hinge is currently setting up a date every two seconds.

Josh Yeston, Hinge creative director, said: “Breakups are hard. But breaking up with your dating app is pretty fun. It’s something so many of us have been able to do, and we wanted to tell that story.”

Cameron Soane, senior art director for Opinionated, said: “The best advertising starts out of honesty and humanity. For us, this campaign was fun to work on because we had so much combined experience with life on dating apps.

“The app deletion phase of a relationship is a transitional one, and as such, it can be a bit strange, all the while exciting. So it was fun to visually represent that truth and let that scenario play out in a fictional construct.”

The campaign, which launches on July 12 in the United States, will roll out globally over the next few months across an assortment of media platforms, including television, video on demand, streaming, Facebook, Instagram, and Snapchat.




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