Hinge wants users to ‘break-up’ with their profiles in latest global ad campaign

July 7, 2021 10:49

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.

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

Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

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