Hinge's Mascot Goes to Heaven to Celebrate Dating Success Stories

The campaign from Wieden+Kennedy Portland continues to target younger generations tired of dating apps

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Dating app Hinge has found plenty of creative ways to kill off its furry mascot in its “Designed to Be Deleted” campaign, which positions the brand as a way to find real love instead of temporary connections.

The fifth iteration of the platform uses real dating success stories to show its mascot, Hingie, being rewarded for its sacrifice in the afterlife.

Created by agency Wieden+Kennedy Portland, the film kicks off with a real couple’s moment of happiness, sending Hingie flying into the afterlife to be judged by a heavenly character called The Oracle.

Played by actor and comedian Patti Harrison, The Oracle welcomes more recently deceased app icons and reads about their deeds in a storybook.



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