Contributed by: kellyseal on Friday, April 26 2024 @ 07:24 pm
Last modified on Friday, April 26 2024 @ 07:35 pm
Hinge dating app has another campaign around its tagline “designed to be deleted,” where mascot Hingie journeys to the afterlife after matching a happy new couple.
According to Adweek, marketing agency Wieden + Kennedy Portland created the ad campaign for Hinge, including a video which expands on the designed to be deleted theme.
The video is meant to appeal to younger daters with its slightly dark yet funny approach. It begins with a couple kissing in their car who decide to make their relationship official by deleting the app, sending Hingie into the afterlife. The ad continues with Hingie’s journey, where the mascot is dropped in front of a judge called The Oracle, who grants Hingie’s passage to heaven through a golden doorway.
The Oracle welcomes more recently “deceased” Hingie icons as she reads from an illustrated storybook about how they brought each couple together, based on real Hinge stories of finding love on the app. One couple bonded over bowling and another couple, both medical students, came together over a bowl of nachos (depicted by one Hingie with a bowling ball crushing its head and another covered in cheese sauce). More Hingies drop in front of The Oracle, each with a story of their own demise based on how the couple met including one with a guitar through its head, one impaled by a frisbee, one stuffed in a pizza box, another melted on a beach chair.
Pretty soon, more couples are revealed and more “deceased” Hingies come in front of The Oracle, overwhelming her until she tries to push all of them through the golden door to heaven. Actor Patti Harrison plays The Oracle.
“Imagining the post-deletion existence of Hingies unlocked a really exciting creative territory for us,” Wieden+Kennedy Portland art director Maggie Paris and copywriter Ellen Miller Schneider told Adweek[*1] . “With incredible collaborators along for the ride, the afterlife became a delightful reality: Our director, Bine Bach, brought an incredibly detailed vision, adding tons of elevated humor to the world, and Patti’s performance implanted permanent smiles on our faces that have yet to fade.”
“‘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 Hinge’s Chief Marketing Officer Jackie Iantos in a statement. "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,” she adds.
The new campaign will begin August 9th, and run in the U.S., U.K., Australia and Canada on social media and YouTube platforms through summer.