Riffing on the brand’s ‘designed to be deleted’ tagline, a new campaign from dating app Hinge sees the app icon deleted into the afterlife following successful matchmaking.

As part of the brand’s global ‘designed to be deleted’ platform, a new humorous campaign shows where the app goes when daters go on to find love. Starring actress and comedian Patti Harrison as ‘The Oracle’, the star mans the gates of heaven and welcomes the app icon, Hingie, after each successful match is made on Hinge.

The campaign encourages daters to go on dates and find love, focusing on the success stories that ultimately see the app be removed from phones once a match is found.

A fun, bold, stylistic video shows examples of different match stories with ‘Hingie’ icons customized to the love stories they have aided. When each ‘Hinigie’ helps people find love, they are deleted and propelled into the afterlife where they meet Harrison, The Oracle, who comedically relays the story of the Hingie’s life with their successful couple.

A long line of unique Hingie’s can be seen in the afterlife. There are icons who have connected people through a mutual love of bowling, a passion for nacho cheese or united in conspiracy theories about New Zealand. Each couple’s unique story is highlighted and the success of being deleted and welcomed into the afterlife is celebrated.

The visually appealing, humorous and cute campaign film is the fifth iteration of the ‘designed to be deleted’ campaign and has been created by Weiden and Kennedy Portland with Gen Z and Millennial dater in mind. Pastel colours and cute icons are a celebration of love as the dating app puts users and the end goal of finding love as the focus of the campaign.

The campaign has been sliced and diced into short and long-form films that showcase different types of couples and will run in the United States, Canada, United Kingdom, and Australia. They will be released on YouTube and across social media channels throughout early summer.

“‘Designed to be deleted’ brings to life Hinge’s goal of getting people off the app as Hingie – our furry app icon – lives to die,” says Jackie Jantos, Chief Marketing Officer at Hinge (she/her). “It’s fun to celebrate real love stories from Hinge couples, and we hope these films bring some joy and encouragement to people on their dating journey.”

Being stuck in a cycle of dating apps is one of the challenges of modern dating and where Hinge showcases the ability to facilitate long-term connections and focus on the outcome of finding love and deleting dating apps, the brand shows a deep understanding of the needs of 21st century daters.

Celebrating the success stories and finding humor in the unique moments of forging connection, the light-hearted yet heartwarming campaign puts the fun back into dating.