Cute Campaign Highlights Green Flag Moments That Made Daters Say Goodbye to Hinge

Today, the online dating app Hinge launches ‘The Moment I Knew’, the second iteration of its European ‘Designed To Be Deleted’ platform, which captures authentic ‘aha’ moments from Hinge daters when they know they’ve met their one. Created and developed by the creative collective Birthday, the 360 campaign spans nine markets and reminds daters that Hinge is the dating app designed to be deleted, with a mission to help people make meaningful, in-person connections.

Launching in Germany, France, Spain, The Nordics, Italy and the Netherlands, the five films feature stories gathered from a panel of Gen Z and Millennial Hinge daters. All films capture genuine dating scenarios, like enjoying a hot pot date, taking a cold plunge together, and visiting a food market, with each couple showing the viewer the special moments when they realised, they no longer needed Hinge and deleted the app. We then see Hingie, the dating app’s furry icon, amusingly meet its demise based on each date.

Accompanying the spots will be a powerful OOH campaign, shot by photographer Marie Tomanova, that uses the same narratives, but puts them into real-life scenarios through their placement and their copy.

Embodying Hinge’s encouragement to meet in real life, the print localises itself, drawing on knowledge of the city it's showcased within, to resonate with the local audience and provide moments that they can recognise and emanate.

‘The Moment I Knew’ campaign was filmed in Stockholm, Sweden, with Stockholm-based Pine Productions and Swedish Award-winning indie Director, Malin Ingrid, whose recent film Madden has received much praise and recognition.

“With our new Hingie campaign in Europe, we aim to highlight real love stories and the special moments of connection that happen when two people meet in person, encouraging people to go on real-life dates and find someone worth deleting Hinge for.” said Jackie Jantos, CMO at Hinge.

“Since launching in Europe, our 'designed to be deleted' message has truly resonated with daters, and we've seen amazing growth across all our markets. We’re excited to keep that momentum as we continue to drive awareness amongst daters further to establish ourselves as the go-to app for intentional dating.” Jantos continues. 

Corinna Falusi, founder, Birthday said, “This pan-European campaign celebrates those striking moments when you cross that line of dating and realise this is someone special. This campaign tracks a couple's dating evolution, building to a decision to delete. Ending in the demise of Hingie.” Falusi added, "Relationships are built up of little moments. True connections come from little moments that only happen offline. From the surprises of quirky mundane moments to out-of-the-ordinary dates. From moments where we're able to relax in front of each other to moments where we get uncomfortable with new things together."

“Pointing the camera towards and seeing all the beautiful quirks and moments leading up to a feeling of knowing that this is a person I want to spend my time with; that was pure luxury for me as a filmmaker.” said Malin Ingrid, director, Pine. Ingrid added “This is about being a human and all the beautiful quirks that make us who we are and that are also what make people fall for one other. I have a theory that it’s when we dare to show our full selves, with all the quirks, that connection really can happen.”

The 'Designed To Be Deleted' ad campaign was first released globally in 2019 and the first European ad launched in 2023. The second European-focused iteration, ‘The Moment I Knew’ - created and developed by Birthday, a new creative collective - speaks to Gen Z and young Millennial European daters. The spots will come to life in short and long-form films and will be accompanied with a full OOH suit, running across European markets including Germany, France, Spain, Italy and the Netherlands from August 26, 2024, on streaming, YouTube, and social, alongside OOH and DOOH advertising, and Cinema.