Cleaning up after a party, watering a garden or accompanying the doctor. These are some of the small moments you can feel connected to another person, and they’re all celebrated in dating app Hinge’s new campaign. “All we need is us” moves away from grand romantic gestures to communicate to Generation Z that closeness can be found in everyday life.
The campaign conveys Hinge’s purpose around building lasting relationships
Devised by the creative agency Birthday and produced by Pine, the campaign is made up of several audiovisual pieces that impact the “Designed to be deleted” positioning, which the platform has maintained for years. Under this idea, it conveys that its purpose is to help build lasting relationships, not to keep users in the application.
The pieces recreate simple scenes that show two people feeling safe and comfortable with each other. The message of the application materializes in the destruction of a series of the company’s mascots, which it calls Hingie, and which are eliminated as a reflection that resorting to the platform is no longer necessary because the protagonists have managed to find the right person.
The mascot, which with its shape and aesthetics evokes the Hinge logo, appears as a large ball of fluff and dust that is vacuumed in the spot that tells the story of Oskar and Mo; or like a hose that is untangled in Mila and Pablo’s ad. As the company explains in a statement, it has collaborated with young people from Generation Z and real couples from Germany, France and Sweden throughout the creative process to ensure that the campaign adequately reflects how connection is understood and felt today.
As reported from Hinge, young people today face greater insecurity, pressures and social changes that are transforming their definition of emotional security and connection. “We wanted to celebrate those quiet moments that make people feel close and reflect how many young people of Generation Z find connection in the everyday, rather than in the extraordinary.” commented Tamika Young, Director of Marketing and Communications at Hinge. “As a dating app designed to be deleted, we’re always interested in what happens after two people meet. And what this campaign reminds us is that this apparent “nothing” is actually everything.“.
The pets that appear in the different pieces have been designed and created by hand with tactile materials such as thread, feathers or cables, before coming to life through live puppets, as shared by the brand in a making of video. “To represent real human connection, it was important to feature real couples who met on Hinge“said Corinna Falusi, Founder and Creative Director of Birthday. “But humanity and authenticity weren’t just reflected in the casting; They were present in creation itself. There is a growing longing for that which feels unmistakably human. For a brand that lives in the world of connection and love, this seemed like the obvious choice”.
The campaign, designed for European markets, adds another chapter to the “Designed to be deleted” platform, with which the platform highlights authentic human connection and shares the imperfect, but unique stories of real couples who met thanks to its service. Its intention is to inspire other users looking for a partner to use its application, as the best option compared to other alternatives on the market.
