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.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brandโs story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled โA New York Minute,โ the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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