Designed to be deleted
Hinge
We were charged with launching the dating app, Hinge, in France, Italy, Spain, and the Netherlands. Only having existing brand assets at our disposal, we re-purposed footage from previous US film campaigns to create new narratives for each markets and crafted some witty headline-driven OOH executions.
I led the work, overseeing local creatives in each market, making sure it had cultural resonance. The campaign ran in Q1 2023.
The three 15” films use footage from previous campaigns that ran in the US. For the new voice overs, we worked with diverse local talent, purposely working with people outside the world of advertising for added authenticity.
We also created a range of OOH and DOOH executions that were visible in all major European cities.
*Dine together. Binge together. Delete together.
*See each other. See each other again. Delete. (It sounds nicer in French)
*Say “see you soon”. For real. (this plays on the local Italian insight that daters often say see you later at the end if the night, but don’t mean it).
*Ticket for one. Ticket for two. Delete us. (this ad run in train and tube stations as well as on busses).
*Flirt, casual relationship, a relationship that hasn’t been acknowledged as such yet, a relationship (this uses Dutch dating lingo).