Online dating app Hinge has launched ‘The Moment I Knew,’ the second version of its European platform ‘Designed To Be Deleted’, which captures authentic ‘aha’ moments of Hinge daters when they know they’ve found their dream partner. Conceived and developed by creative collective Birthday, the 360-degree campaign spans nine markets and reminds daters that Hinge is a dating app designed to be deleted, with a mission to help people make meaningful, personal connections.
The five films, which will be released in Germany, France, Spain, the Nordics, Italy and the Netherlands, tell stories of a group of Hinge daters from Generation Z and Millennials. All films depict real dating scenarios, such as a hot tub date, taking a cold bath together and visiting a grocery store. Each couple shows the viewer the special moments when they realized they no longer needed Hinge and deleted the app. Then we see Hinge, the dating app’s furry icon, meet his end in a fun way on each date.
This 45-second spot offers an insight into the different couples who met through Hinge and fortunately no longer needed the app once they found true love.
The campaign “The Moment I Knew” was shot in Stockholm, Sweden, with Stockholm-based Pine Productions and Swedish award-winning indie director Malin Ingrid Johansson, whose short film Drive crazy received a lot of praise and recognition.
Corinna Falusi, founder of Birthday, said: “This pan-European campaign celebrates those defining moments when you cross that dating boundary and realise you’re with someone special. This campaign follows a couple’s journey through dating to a decision to delete.
“To point the camera at someone and see all the beautiful quirks and moments that lead to the feeling that this is a person I want to spend my time with; that was pure luxury for me as a filmmaker,” said director Johansson, adding: “This is about being human and all the beautiful quirks that make us who we are and that also make people fall in love with each other. My theory is that a connection can only be formed when we dare to show our whole selves with all of our quirks.”
Credits
customer hinge Agency/Creative collective Birthday Corinna Falusi, founder; Jamie Standen, Erik Norin, partners; Maite Albuquerque, creative director; Yara Dalens, Benedicte Morin, creatives; Lisa Cadwallader, James Fraser, strategy; Tina Blech, Sjo Schutt, Mara Rizzetto, Francesca Musetti, Karly Brooks, Alexander Rehm, authors. Design Kinoto Studio. Production company Pine Malin Ingrid, director; Monica Sanchez, first assistant director; Adam Holmstrom Meinking, executive producer; Daniel Arfwedson, producer; Ludwig Ljung, line producer; Matilda Altho, production manager; Rebecca Mondvay, coordinator; Kate Arizmendi, director of photography; Ruta Kiskyte, production designer; John Rang Schmidt, prop master; Selam Fessahaye, stylist; Soley Astudottir, makeup and hair. editorial Cabin Editing Company Carla Luffe, editor. Sound design Redpipe ballad. Musical support Solid music supervision Li Stanley, music supervision. VFX/Online Jonathan Wendt, VFX Supervisor; Hampus Linden, VFX.
Tuesday, August 27, 2024
According to the American Lung Association, 2.1 million children use e-cigarettes and 4,000 children start vaping every day. Despite vaping being so common among teens, many parents are unaware of the risks associated with e-cigarettes. For example, one e-cigarette can contain the same amount of nicotine as a pack of cigarettes. Nicotine exposure during puberty can damage the developing brain and lead to lifelong dependence on tobacco products. The American Lung Association and the Ad Council have therefore launched a national campaign to help parents of 10- to 14-year-olds understand that they are the best people to talk to their children about the dangers of vaping. The campaign includes creative resources under the slogan “You Are the Best Person” across broadcast, radio, digital, social media, outdoor and print, developed pro bono by creative agency Hill Holliday. The campaign includes two humorous public-facing films made by the Perlorian Brothers about MJZ — including this one called “Narrator” — that deliver health-related messages in old-fashioned ways that don’t resonate with today’s kids. In the case of “Narrator,” the title character from yesterday’s health movies appears in a child’s bedroom to talk about the dangers of vaping, citing statistics and sharing other information. The child is unable to relate to the narrator, underscoring that the person best placed to make a breakthrough and start a meaningful conversation is mom or dad. “Vaping is one of those topics that has been normalized. We wanted to point out the real health risks of vaping and do it in a way that might even get someone’s attention,” said Dave Weist, chief creative officer at Hill Holliday. “That said, this campaign is aimed at parents. When it comes to having a conversation about… they should… Read more
