The online dating app Hinge has launched “The Moment I Knew,” the second iteration of its European “Designed To Be Deleted” platform, which captures authentic “aha” moments from Hinge daters when they know they’ve met their one. Created and developed by the creative collective Birthday, the 360 campaign spans nine markets and reminds daters that Hinge is the dating app designed to be deleted, with a mission to help people make meaningful, in-person connections.
Launching in Germany, France, Spain, The Nordics, Italy and the Netherlands, the five films feature stories gathered from a panel of Gen Z and Millennial Hinge daters. All films capture genuine dating scenarios, like enjoying a hot pot date, taking a cold plunge together, and visiting a food market, with each couple showing the viewer the special moments when they realized, they no longer needed Hinge and deleted the app. We then see Hinge, the dating app’s furry icon, amusingly meet its demise based on each date.
This 45-second spot provides a glimpse of the varied couples who met via Hinge and happily no longer needed the app once finding true love.
“The Moment I Knew” campaign was filmed in Stockholm, Sweden, with Stockholm-based Pine Productions and Swedish award-winning indie director, Malin Ingrid Johansson, whose short film Madden received much praise and recognition.
Corinna Falusi, founder, Birthday, said, “This pan-European campaign celebrates those striking moments when you cross that line of dating and realize this is someone special. This campaign tracks a couple’s dating evolution, building to a decision to delete.
“Pointing the camera towards and seeing all the beautiful quirks and moments leading up to a feeling of knowing that this is a person I want to spend my time with; that was pure luxury for me as a filmmaker,” said director Johansson who added, “This is about being a human and all the beautiful quirks that make us who we are and that are also what make people fall for one other. I have a theory that it’s when we dare to show our full selves, with all the quirks, that connection really can happen.”
