November 26, 2019

POSTED BY

Cecilia Walker

CATEGORY

To Be Deleted=Death. Hinge App Ad Campaign

new york branding sports graphic design studio

I’ll never forget the moment I saw the ad campaign for Hinge App, created by Red Antler, months ago on the subway. It immediately grabbed my attention because of the discomfort it caused me, as I watched the Hinge app icon be stuck in the washer machine, burned in the …

new york branding sports graphic design studio

I’ll never forget the moment I saw the ad campaign for Hinge App, created by Red Antler, months ago on the subway. It immediately grabbed my attention because of the discomfort it caused me, as I watched the Hinge app icon be stuck in the washer machine, burned in the campfire, and run over by a taxi cab . Even though these images created discomfort, it accomplished the job. It caught my attention and has embedded those images in my mind that still exists to this day. Furthermore, it made a statement about the app’s purpose: to delete it after a couple found each other.

new york branding sports graphic design studio

I enjoyed this ad campaign because it humanizes the app icon allowing viewers to sympathize with it, as it embarks it’s impending death. The images are able to leave a footprint in one’s memory because they are unbelievable and appalling, yet at the same time laughable. According to the designers at Red Antler:

we created an integrated campaign rooted in the promise that Hinge is The Dating App Designed to Be Deleted. Then we delivered on this by bringing a furry version of the Hinge app icon to life for the express purpose of dying every time a couple hits it off.

One could say, it’s a good thing the Hinge App is dying in these instances, so that a romance could bloom.

new york branding sports graphic design studio

©Red Antler