Hinge
When a “swipe-right” hook-up brand comes to you and says they’re redesigning their app from scratch to focus on building lasting relationships, you have to make a bold statement that backs up the claim. And if, after all, their goal is to help you find that one someone who makes you want to get off dating apps altogether, we suggested that maybe that makes them the only app in the App Store that’s truly designed to be deleted.
After nearly three years of sitting with the uncomfortable thought of telling people his app could – and ultimately should – be deleted, Hinge’s CEO knew he couldn’t shake it unless he actually did it. It was brought to life in this campaign with the good folks at Red Antler.
Years later, the brand platform continues to be iterated on in new spots and out-of-home campaigns. It even caught the attention of one particular man – Garrett – an overzealous user and recurring SNL character played by Bowen Yang, who just wants people to play by the rules when it comes to looking for serious relationships – not hook-ups – on Hinge.
