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Hinge readies international campaign

Dating mobile application Hinge is preparing an international summer advertising campaign. The initiative focus on the moment when a user deletes their profile because they have found a romantic match. The campaign consists of four exeutions in which users of the service “break up” with their own profile pictures. The campaign will begin on July 12 in the US and will roll out to other countries through the summer. It will consist of television commercials, video-on-demand ads, streaming ads and social media content. The campaign was developed by Opinionated Group.

“The best advertising starts out of honesty and humanity,” said Cameron Soane, senior art director at Opinionated. “For us, this campaign was fun to work on because we had so much combined experience with life on dating apps. The app deletion phase of a relationship is a transitional one, and as such it can be a bit strange, all the while exciting. So it was fun to visually represent that truth and let that scenario play out in a fictional construct.”

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