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Dating app Hinge‘s new out-of-home campaign in New York City is deceptively simple. There’s more going on than initially meets the eye—including data mining behind the scenes, copywriting that cleverly embodies the brand promise, and contextual placement that should bring a smile to those who encounter the work.
Hinge differs from rivals like Tinder in one key way. It matches you with people who are friends of your friends in social media. This added closeness means, hopefully, that you’ll have more things in common and be able to make a real connection—amid an online dating scene notoriously awash in fakery.