Birthday’s third campaign for Hinge brings stories of love, the chaotic, wonderful moments when people can be themselves – when Hinge dating becomes relationship. It’s the moment when the dating app “designed to be deleted” has done its job. So Hingie, the famous brand mascot of finding love has to die.

Where Hinge Ends, We Begin is more than the brand’s promise. It provides an understanding that dating isn’t about finding perfection. It’s about letting go of false expectations and allowing one’s true self kick in, letting romance begin. In the campaign’s three (French, German and European) commercials, these moments – and the often weird things that connect people – are seen through Hingie’s eyes. At these moments, Hingie knows his time has come.

The campaign’s three main films are complemented by social media and other digital formats. The separate versions for key markets, France and Germany, were developed to capture cultural nuances and resonate more strongly with the brand’s audiences.

Germany:

France:

The campaign was directed by Marie Schuller and produced by Swedish production company, Pine. It extends Hinge’s Designed to Be Deleted platform, that launched in 2022.