Hinge unveils its fifth global “Designed To Be Deleted” ad campaign, taking the platform somewhere brand new–the afterlife. The campaign encourages daters to go on dates and find love in person, cheekily bringing dark humor and deeper storytelling to what happens to the beloved app icon, Hingie, after a match is made on Hinge. Actress and comedian Patti Harrison portrays The Oracle, who celebrates each deletion of the app as the result of a new relationship.
Upon entering the afterlife, each Hingie meets The Oracle, who is responsible for reviewing the successful dating stories that led to their demise. Chaos comedically ensues when a long line of Hingies arrive and overwhelm Harrison as she welcomes each one. For the first time, the ads feature stories inspired by real great dates of Hinge couples. From two people with the same name to a shared conspiracy theory about the existence of New Zealand, couples are depicted through illustrations, and one Hinge couple is featured live as they relive their deletion moment.
“I’ve used Hinge before, and there aren’t many apps that are as accommodating to transgender daters. It’s great to see any app make an effort, but it felt like Hinge really made a meaningful effort,” said Harrison. “Also, as a comedian, this was something where I genuinely agreed with what they are doing. It was a chance to help make dating even better for people.”
The “Designed To Be Deleted” ad campaign was first released in 2019. This fifth iteration–created and developed by Wieden+Kennedy Portland–speaks to Gen Z and young Millennial daters. Directed by Bine Bach of Biscuit Filmworks, the films–including this anchor piece–will run in the U.S., Canada, the U.K. and Australia. They will be released on YouTube and across social media channels on April 9 and launched on streaming platforms throughout April. The campaign will continue through early summer.
“‘Designed to be deleted’ brings to life Hinge’s goal of getting people off the app as Hingie–our furry app icon–lives to die,” said Jackie Jantos, chief marketing officer at Hinge. “We loved collaborating with all of our amazing partners in front of and behind the camera on this round of creative. It’s fun to celebrate real love stories from Hinge couples, and we hope these films bring some joy and encouragement to people on their dating journey.”
CreditsClient Hinge Agency Wieden+Kennedy, Portland, Ore. Azsa West, Felipe Ribeiro, executive creative directors; Darcie Burrell, Lawrence Melilli, creative directors; Maggie Paris, art director; Ellen Miller Schneider, copywriter; Orlee Tatarka, director of production; Byron Oshiro, executive producer; Antonio Burnett, sr. producer; Devin Brown, producer; Scott Meisse, design producer; Dave Hagen, designer; Rachita Vasan, sr. strategist. Production Company Biscuit Filmworks Bine Bach, director; Tom Farley, exec producer; Jade Almond, line producer; Rina Yang, DP; Andrew Reznick, production design/art direction. Editorial Spot Welders / JOINT Robert Duffy, editor; Charlie Harrington, assistant editor; Izzie Raitt, post producer. VFX KEVIN VFX Tim Davies, ECD/partner; Sue Troyan, EP/partner; Jami Schakel, sr. VFX producer; Connor Van Der Linde, VFX coordinator; Robert Murdock, lead compositor; Steve Gibbons, Alex Kolasinski, David Jahns, compositors; Ben Girdwood, matte painter. Color Grade Color Collective Alex Bickel, colorist. Sound Design Field Day Morgan Johnson, sound designer. Audio Post Field Day Morgan Johnson, audio mixer; Leslie Carthy, audio producer. Illustration Tara Booth, Oracle book illustration.
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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