Designed to be deleted

The situation

In today’s world of digital addiction, singles are so busy scrolling, liking, and matching that they’re not actually connecting with each other. Building from a refresh of its brand system and app interface, Hinge was on a mission to change that—and re-engaged Red Antler to show daters that its app is made for real, meaningful connections.

The solution

Hinge believes the entire point of using a dating app should be to find someone—and dump the app. So, we created an integrated campaign rooted in the promise that Hinge is The Dating App Designed to Be Deleted. Then we delivered on this 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, we took drastic measures to make Hinge’s first international ad campaign truly killer.

  • Campaign Strategy

  • Campaign Concept

  • Broadcast

  • Out-of-home

  • Subway

  • Online Video

  • Social

"A refreshing change from the cheesy lines and sickeningly sweet romance typically associated with dating ads."

Creative Review

"Hingie is cute."

The Washington Post

The writing’s on the wall for Hinge

Our billboard on a graffiti-heavy street corner in Bushwick actually encouraged people to vandalize it—a contextual wink to Hinge’s goal of getting deleted.

"The goal was for our audience to feel affection for Hingie, while at the same time rooting for his death."

Lindsay Brillson, Creative Director at Red Antler