Hinge, the dating platform Designed To Be Deleted is fighting disenchantment with online dating with an evocative campaign of real life stories, The Moment I Knew. This second iteration of its European Designed To Be Deleted platform captures audiences up in that ultimate goal for daters, the ‘aha’ moment when they know they’ve met their one.
The campaign was created and developed by the creative collective, Birthday, and covers nine markets, reminding daters that Hinge’s unique mission to get people off its dating app by helping them make meaningful, in-person connections.
The campaign’s five films have launched in Germany, France, Spain, The Nordics, Italy and the Netherlands. Their stories are gathered from a panel of Gen Z and Millennial Hinge daters. All films capture genuine dating scenarios, such as enjoying a hot pot date, taking a cold plunge together, and visiting a food market, with each couple showing the viewer the special moments when they realised, they no longer needed Hinge.
The films will be supported with a OOH campaign, shot by photographer Marie Tomanova, that uses the same narratives, but puts them into real-life scenarios through their placement and their copy. The print localises itself, drawing on knowledge of the city in which it is presented, to resonate with the local audience and provide moments that they can recognise and aspire to.
The Moment I Knew was filmed in Stockholm, Sweden, with Stockholm-based Pine Productions and Swedish Award-winning indie director, Malin Ingrid, whose recent film Madden, has received much praise and recognition.
“With our new Hingie campaign in Europe, we aim to highlight real love stories and the special moments of connection that happen when two people meet in person, encouraging people to go on real-life dates and find someone worth deleting Hinge for,” stated Jackie Jantos, CMO at Hinge.
“Since launching in Europe, our ‘designed to be deleted’ message has truly resonated with daters, and we’ve seen amazing growth across all our markets. We’re excited to keep that momentum as we continue to drive awareness amongst daters further to establish ourselves as the go-to app for intentional dating.” Jantos continued.
Corinna Falusi, founder, Birthday, stated, “This pan-European campaign celebrates those striking moments when you cross that line of dating and realise this is someone special. This campaign tracks a couple’s dating evolution, building to a decision to delete. Ending in the demise of Hingie.
“Relationships are built up of little moments. True connections come from little moments that only happen offline. From the surprises of quirky mundane moments to out-of-the-ordinary dates. From moments where we’re able to relax in front of each other to moments where we get uncomfortable with new things together.”
“Pointing the camera towards and seeing all the beautiful quirks and moments leading up to a feeling of knowing that this is a person I want to spend my time with; that was pure luxury for me as a filmmaker,” noted Malin Ingrid, director, Pine. “This is about being a human and all the beautiful quirks that make us who we are and that are also what make people fall for one other. I have a theory that it’s when we dare to show our full selves, with all the quirks, that connection really can happen.”
The Designed To Be Deleted campaign was first released globally in 2019 and the first European ad launched in 2023. This second European-focused iteration, The Moment I Knew, speaks to Gen Z and young Millennial European daters. The spots will run short and long-form films plus OOH and cinema and social across Europe.
Credits:
Client: Hinge
Creative Collective: Birthday
Founder: Corinna Falusi
Partners: Jamie Standen & Erik Norin
Creative Director: Maite Albuquerque
Creatives: Yara Dalens & Bénédicte Morin
Strategy: Lisa Cadwallader & James Fraser
Writers: Tina Blech, Sjo Schütt Mara Rizzetto, Francesca-Musetti, Karly Brooks & Alexander Rehm
Design: Kinoto Studio
Project Management: Alexandra Szilagyi
Producers: Ysabel Knyphausen, Margaux Ravis & Matilda Altho
Consulting Partner: Sherri Chambers
Print Production: Yann Reignier & Sherri Chambers
Production Company: Pine
Director: Malin Ingrid
1st AD: Monica Sanchez
2nd AD: Bintou Traoré
3rd AD: Felicia Sahlin
Director’s Assistant: Alexander Peri
Executive Producer: Adam Holmström Meinking
Producer: Daniel Arfwedson
Line Producer: Ludwig Ljung
Production Managers: Matilda Altho
Editor: Carla Luffe @ Cabin Editing Company
Sound Design: Ballad @ Redpipe
Music Supervisor: Li Stanley @ Solid Music Supervision
Composer: Philip Ekström
VFX & Online: Jonathan Wendt, Hampus Linden
Stills Photographer: Marie Tomanova
Producer: Dimona Fessahaye
Coordinator: Pooria Anari
