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Hinge – Montage

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It's a bold move, creating a service that actively works to make itself redundant, but, in essence, that's exactly what a dating app is designed to do.

Taking this insight and giving it a deliciously macabre twist, Red Antler's Designed to Be Deleted campaign sees Hinge's anthropomorphised logo, Hingie, suffer no end of torture in the pursuit of getting couples together, from burning in a campfire to being attacked by pigeons, and even getting crushed by a falling AC unit.

Playfully directed by RBG6; the endearingly crafted Hingie's demolition always provoking aws as well as guffaws; this pair of spots and their accompanying out of home images are the perfect manifestation of the service's self-destructive nature.

Hinge – Evolution

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