Description
Today, the online dating app Hinge launches ‘The Moment I Knew’, the second iteration of its European ‘Designed To Be Deleted’ platform, which captures authentic ‘aha’ moments from Hinge daters when they know they’ve met their one. Created and developed by the creative collective Birthday, the 360 campaign spans nine markets and reminds daters that Hinge is the dating app designed to be deleted, with a mission to help people make meaningful, in-person connections.
Launching in Germany, France, Spain, the Nordics, Italy, and the Netherlands, the five films feature stories gathered from a panel of Gen Z and Millennial Hinge daters. All films capture genuine dating scenarios, like 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 and deleted the app. We then see Hingie, the dating app’s furry icon, amusingly meet its demise based on each date.
Accompanying the spots will be a powerful OOH campaign, shot by photographer Marie Tomanova, that uses the same narratives but puts them into real-life scenarios through their placement and copy. Embodying Hinge’s encouragement to meet in real life, the print localises itself, drawing on knowledge of the city it's showcased within, to resonate with the local audience and provide moments that they can recognise and emulate.
‘The Moment I Knew’ campaign 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.
The “Designed To Be Deleted” ad campaign was first released globally in 2019, with the first European ad launching in 2023. The second European-focused iteration, ‘The Moment I Knew’—created and developed by Birthday, a new creative collective—speaks to Gen Z and young Millennial European daters. The spots will come to life in short and long-form films and will be accompanied by a full OOH suite, running across European markets including Germany, France, Spain, Italy, and the Netherlands from August 26, 2024, on streaming, YouTube, social media, alongside OOH and DOOH advertising, and Cinema.
This professional campaign titled 'The Moment I Knew' was published in Multinational Europe and United States in August, 2024. It was created for the brand: Hinge, by ad agency: Birthday. This Integrated medium campaign is related to the Electronic Devices industry and contains 10 media assets. It was submitted 11 days ago.
Credits
AGENCY CREDITS
Creative Collective: Birthday
Founder: Corinna Falusi
Partner: Jamie Standen
Partner: Erik Norin
CD: Maite Albuquerque
Creative: Yara Dalens
Creative: Bénédicte Morin
Strategy: Lisa Cadwallader
Strategy:James Fraser
Writer: Tina Blech
Writer: Sjo Schütt
Writer: Mara Rizzetto
Writer: Francesca-Musetti
Writer: Karly Brooks
Writer: Alexander Rehm
Design: Kinoto Studio
Project management: Alexandra Szilagyi
Production: Ysabel Knyphausen
Production: Margaux Ravis
Production: Matilda Altho
Consulting Partner: Sherri Chambers
Print production: Yann Reignier
Sherri Chambers
Pine.se
FILM CREDITS
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
Coordinator: Rebecca Mondvay
Extras Coordinator: Olivia Ljung
Production Assistants (PAs): Buba Aboubaker Suleiman, Thea Grude, Tom Holmström
DoP: Kate Arizmendi
Focus Puller: Ruben Broman
2nd AC: Greta Bondelid
DIT: Abdi Abukar
VTR: Linnea Sparén
VTR Assistants: Erik Eliasson, Erika Edwinsson
2nd Unit Cinematographer: Emil Larsson
2nd Unit Focus Puller: Sonya Gudmundsdotter
BTS (Behind the Scenes): Kegen Lorentzon
Grip: Aurelio Mastaglio
Best Boy Grip: Tobias Tuvehagen
Gaffer: Luisa Fanciulacci
Best Boy Gaffer: Dennis "Denko" Correra
Sparks: Niklas Jonsson, Johan El Masry, Måns Gullgren, Daniel Svanberg
VFX Supervisor: Jonathan Wendt
Production Designer: Ruta Kiskyte
Props Master: John Rang Schmidt
Stand by Props: Johan Buller
Set Dressers: Victor Nygren, Susanna Vall
Set Assistants: Wendela Johansson, Fatima Ornette
Stylist: Selam Fessahaye
Stylist Assistants: Ayesha Ramastedt, Treasure-Ray White
Makeup & Hair: Soley Astudottir
Makeup & Hair Assistant: Kasandra Munoz GodocitoLocation Manager: Christian Nordenström
Location Assistants: Carl Malmberg, Nicholas Lagerfeldt
Location Truck: Jörgen Hansjons
Crafty: Emil Bibezic
Post
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 Unit
Stills Photographer: Marie Tomanova
Producer: Dimona Fessahaye
Coordinator: Pooria Anari
MUA: Sanna Riley
Digi Asst: Oscar Edwards
Light Asst: Charles Ekström
Props: Christer Jonsson
PHOTOGRAPHY CREDITS
Marie Tomanova
