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. Hinge was on a mission to change that. After conducting a refresh of its brand system and app interface, the brand re-engaged Red Antler to launch a campaign that would show daters 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

As a direct result of the 'Designed to Be Deleted' campaign, Hinge's app downloads increased by 45%.

Hinge

"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

Hingie's sacrfice(s) paid off

A year later, Hinge asked us to evolve the campaign and produce a second round of the creative that delivered on the successes of the first: more gruesome Hingie deaths, more cheese-tastic music, and new dating scenarios that would appeal to an audience outside of major cities. All told, Hingie has met his demise 18 different ways and the brand is on track to triple its revenue by end of year.

  • All

  • Brand & Digital

  • Advertising

  • Industrial Design