Hinge brands itself as ‘the app designed to be deleted’, encouraging users to delete the app once they find The One and this is celebrated in its most recent campaign.
The ‘Designed To Be Deleted’ campaign features ‘Hingie’, a bright-eyed app icon. It was designed and produced by Red Antler, reintroducing Hingie to Gen Z in order to create brand awareness. This campaign is full of playful humour to address this generation’s unique approaches to dating.
Filmed in Stockholm, it consists of 30 second and 15 second spots of nine dating scenarios where couples go on creative dates such as pottery classes. Hingie is happily sacrificing itself for each couple’s connection once they have experienced ‘green flag’ moments.
Three GenZ TikTok creators were brought in to do voice-overs for the campaign and provide commentary to the date scenarios.
“Hinge has been an incredible partner to Red Antler over the years, and we’re thrilled to be back again for our third iteration of ‘Designed to Be Deleted,’ Jenna Navitsky, chief creative officer at Red Antler, said in a statement. “It’s been so fun introducing the lovable (and destructible!) Hingie to a new generation of daters.”