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    Top Spot of the Week: W+K Portland, Director Bine Bach Take Hinge Date Match App To The Afterlife

    By SHOOTUpdated:No Comments1280 Views

    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.”

    Credits

    Client 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.

    Genre:Comedy
    Media Type:Commercial: Online
    ScreenWork Categories:Commercial
    Screenwork Type:Top Spot
    Video Tags:Bine BachBiscuit FilmworksWieden+Kennedy Portland



    St. Lukes and Director Neil Gorringe Are “Proud As A Peacock” For Wickes Home Improvement

    Tuesday, December 17, 2024

    Home improvement retailer Wickes unveils its first major brand campaign, which is based on the idea that the DIY giant has everything its customers need to make them feel “as proud as a peacock.”

    It’s the first brand work by creative agency St Luke’s, since winning the account 12 months ago. .

    The TV campaign comprises three 20-second films, all featuring people browsing in a Wickes showroom, choosing designs, and visualizing their new kitchens and the compliments they will receive from their friends and family. The three films--directed by Neil Gorringe via production company MYTHSMYTH--each focus on Wickes’ kitchen ranges, price, and the design and installation help they offer.

    In this film, a man sets the scene by saying to his partner, “You know what your sister is going to say though?” As the woman imagines her sister asking if they’d mind if she got a matching kitchen, feathers fan out behind her back.

    Wickes has built a rich heritage of pride since its launch over 5o years ago. This work marks an evolution of strategy for the brand as it evolves “feel house proud” and introduces its new campaign line “Feel as proud as a peacock”.

    The new campaign anchors it to the brand platform away from the focus on embarrassment, instead honing in on the pride aspect, to reflect the feeling of optimism that accompanies a home improvement project. Phil Spencer, property guru and ambassador for Wickes Kitchens continues to be the voice-over for the campaign.

    “Our campaign reflects the real sense of pride that Wickes’ customers feel after improving their homes,” said Richard Denney, joint chief creative officer at St Luke’s. “Pride and peacocks go hand in hand, and research showed that even younger... Read More

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