Dating app Hinge has unveiled its latest ad campaign, which wants users to delete their profiles.
The campaign, creatively-led by US advertising agency, Opinionated, is set to be rolled out from 12 July globally, including in Australia, in the coming months.
The ads feature daters telling their profile pictures they’ve finally met their perfect match and it’s time to break up.
The campaign will run across television, video on demand, streaming, Facebook, Instagram, Snapchat, and were produced as part of Hinge’s ongoing ‘designed to be deleted’ push for users.
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Hinge wants to be the most effective dating app for singles looking for meaningful connections and is currently setting up a date every two seconds, according to its in-house insights.
The new spots showcase the app’s ability to get users out on dates that lead to a relationship.
Josh Yeston, Hinge creative director said of the campaign: “Breakups are hard. But breaking up with your dating app is pretty fun. It’s something so many of us have been able to do, and we wanted to tell that story.”
Cameron Soane, senior art director for Opinionated said: “The best advertising starts out of honesty and humanity. For us, this campaign was fun to work on because we had so much combined experience with life on dating apps.
“The app deletion phase of a relationship is a transitional one, and as such it can be a bit strange, all the while exciting. So it was fun to visually represent that truth and let that scenario play out in a fictional construct.”
Credits:
Creative Agency: Opinionated
Founder & Exec Creative Director: Mark Fitzloff
Exec Creative Director: Rob Palmer
Sr. Art Director: Cameron Soane
Copywriter: Scott Fish
Strategy Director: Dave Daines
Strategist: Carly Harrison
President: Trish Adams
Account Director: Nick Larkin
Account Executive: Corrina Yanagawa
Executive Producer: Corey Bartha
Production Company: BOB Pictures
Directors: Val Dayton & Jon Faris
Exec Producer at BOB: T.K. Knowles
Line Producer at BOB: Brian Etting
Editorial: Rock Paper Scissors
Editor: Haines Hall
Producer, RPS: Dina Ciccotello
Music: Beacon Street Music
VFX: House of Parliament
Animation: Final Frontier
Sound Mixing: Lime Studios
Mixers: Loren Silber, Topher
Sound Design: Steambox
Sound Designer: Reed Harvey