1. Afterlife OOH
2. Hingie Demise CertificateLA/NYC
Spring 2024
HingeIn the spring of 2024, Hinge unveiled its latest global advertising campaign under the banner of its long-running tagline: “Designed to be Deleted.” But this time, the story picks up where most dating app campaigns end—with the match.
The Story
Behind
the Spot
Since 2019, Hinge has made Hingie—the beloved animated app icon—its central character and emotional compass. As a stand-in for the Hinge app itself, Hingie is designed to meet their demise once users find meaningful connections and delete the app. But what exactly happens to Hingie after that?
The campaign answers that question through a new series of films set in the afterlife for deleted Hingies. In this surreal purgatory, actress and comedian Patti Harrison (she/her) plays The Oracle, welcoming each Hingie with a ceremonial reading of their origin story—who they helped match, how it happened, and why they were deleted. The Oracle, initially serene, quickly becomes overwhelmed by the sheer volume of successful matches, creating a comedic rhythm that mirrors real user behavior.
The Out-of-Home Tease
To build intrigue and draw people toward the video spots, Hinge activated a series of digital and social out-of-home placements. These assets leaned into an anti-advertising, fashion-forward aesthetic—surreal, curious, and visually dissonant enough to stop people in their tracks.
These teasers were crafted not just to advertise, but to provoke curiosity—to serve as portals to the world of the Oracle, of Hingie’s demise, and of love found.
A Bespoke
Thank You to
Our Community
The story didn’t end with the campaign launch. Hinge has long received a flood of engagement announcements, wedding invites, life updates, and heartfelt comments from people who found lasting connections on the app. These messages are a constant reminder that the “Designed to Be Deleted” promise is working.
So we asked ourselves: not if we should respond—but how? How could we say thank you in a way that only Hinge could?
Our answer was the Hingie Demise Certificate—a bespoke surprise sent to select couples who shared their love stories with us. These certificates are designed in the visual language of wedding invitations and official documents, complete with elegant typography and ceremonial flourishes. But at the heart of it is a cheeky reveal: a eulogy for Hingie, who has met their noble end so that love could thrive.
It’s a bait-and-switch that mirrors the tone of the campaign: heartfelt, human, and just absurd enough to feel like Hinge.