Hinge
Hinge came to Red Antler seeking a 360 campaign that would encourage its users to use Hinge (for the purpose of meeting someone great), and then get rid of Hinge (because your mission has been accomplished). We created a campaign around the life and death of Hingie—an anthropomorphized app icon that dies every time a successful connection has been made on Hinge, to prove that Hinge really is The Dating App Designed to Be Deleted.
The first iteration of the campaign was so successful that we did it again. The second round of creative was even more gruesome, more painful and hopefully even more entertaining.
Campaign Concept
Broadcast
Out-of-home
Subway
Online Video
Social
Photography
“As a direct result of the ‘Designed to Be Deleted’ campaign, Hinge’s app downloads increased by 45%.”
Agency Red Antler
Creative Director Lindsay Brillson
Senior Art Director Elisa Werbler
Senior Copywriter Cat Williams
Executive Producer Amy Shore
Designer Jeremy Turner
Production Aspekt
Directors RBG6
Photographer Gustav Almestal
Editor Ian Mackenzie