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April 9, 2024

Hinge Goes Where It’s Never Been Before for Love – The Afterlife – In New Global Ad Campaign

Actress and comedian Patti Harrison stars as The Oracle of great dates that lead to the demise of Hinge’s mascot.

Tuesday, April 9, 2024 - Today, Hinge unveils its fifth global “Designed To Be Deleted” ad campaign, taking the platform somewhere brand new — the afterlife. The campaign encourages daters to go on dates and find love in person, cheekily bringing dark humor and deeper storytelling to what happens to the beloved app icon, Hingie, after a match is made on Hinge. Actress and comedian Patti Harrison (she/her) portrays The Oracle, who celebrates each deletion of the app as the result of a new relationship.

Upon entering the afterlife, each Hingie meets The Oracle, who is responsible for reviewing the successful dating stories that led to their demise. Chaos comedically ensues when a long line of Hingies arrive and overwhelm Harrison as she welcomes each one. For the first time, the ads feature stories inspired by real great dates of Hinge couples. From two people with the same name to a shared conspiracy theory about the existence of New Zealand, couples are depicted through illustrations, and one Hinge couple is featured live as they relive their deletion moment.

“I've used Hinge before, and there aren't many apps that are as accommodating to transgender daters. It's great to see any app make an effort, but it felt like Hinge really made a meaningful effort,” says Harrison. “Also, as a comedian, this was something where I genuinely agreed with what they are doing. It was a chance to help make dating even better for people.”

The “Designed To Be Deleted” ad campaign was first released in 2019. This fifth iteration — created and developed by Wieden+Kennedy Portland — speaks to Gen Z and young Millennial daters. The films will come to life in short and long-form films that will run in the United States, Canada, United Kingdom, and Australia. They will be released on YouTube and across social media channels on April 9 and launched on streaming platforms throughout April. The campaign will continue through 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,” said Jackie Jantos, Chief Marketing Officer at Hinge (she/her). “We loved collaborating with all of our amazing partners in front of and behind the camera on this round of creative. 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.”

By highlighting the great dates and special moments of connection that occur when two people meet in person, Hinge showcases how its in-depth profiles and unique features lead to authentic and meaningful relationships. Hinge’s app experience and marketing continue to resonate with daters, successfully solidifying itself as a top three most downloaded app in 2023 in both its core English-speaking and European expansion markets.**

**According to Sensor Tower data and MTCH’s Q4 2023 earnings report.

About Hinge

The Dating App Designed To Be Deleted®: Hinge is on a mission to create a less lonely world by inspiring intimate, in-person connections. Through in-depth and personalized profiles, daters have unique conversations that get them off the app and out on great dates. And it’s resonating. Hinge is setting up a date every two seconds. Hinge was acquired by Match Group (NASDAQ:MTCH) in 2018.

About Wieden+Kennedy

Wieden+Kennedy is an independent, global creative company that has built and transformed some of the world’s most well-known, exciting brands for over forty years. Offering world class creative, media, social, design and strategy operations, W+K is driven by a core mission—use creativity and influence to change the world and impact culture.

Campaign Credits

Hinge Creative

Wieden+Kennedy Portland

ECDs - Azsa West, Felipe Ribeiro

Creative Directors - Darcie Burrell, Lawrence Melilli

Art Director - Maggie Paris

Copywriter - Ellen Miller Schneider

Director of Production - Orlee Tatarka

Executive Producer - Byron Oshiro

Senior Producer - Antonio Burnett

Producer - Devin Brown

Design Producer - Scott Meisse

Designer - Dave Hagen

Senior Strategist - Rachita Vasan

Media/Comms Planning - Emily Graham

Brand Manager - Leila Chee

Brand Executive - Kieran Yancy

Business Affairs - Amber Lavender, Nicole Smith, Karen Crossley

Traffic - Maisie Plew, Katie Hall


Production Company - Biscuit Filmworks

Director - Bine Bach

Executive Producer - Tom Farley

Line Producer - Jade Almond

Director of Photography - Rina Yang

Production Design/Art Direction - Andrew Reznick


BTS Photographer - Juliette Duffy


Editorial Company - Spot Welders / JOINT

Editor - Robert Duffy

Assistant Editor - Charlie Harrington

Post Producer - Izzie Raitt


VFX Company - Kevin VFX

ECD/Partner - Tim Davies

EP/Partner - Sue Troyan

Senior VFX Producer - Jami Schakel

VFX Coordinator - Connor Van Der Linde

Lead Compositor - Robert Murdock

Compositer - Steve Gibbons

Compositer - Alex Kolasinski

Compositer - David Jahns

Matte Painter - Ben Girdwood


Company - Color Collective

Colorist - Alex Bickel

Sound Design

Company Name - Field Day

Sound Designer - Morgan Johnson

Sound Design/Mix

Music/Sound/Mix Company - Field Day

Audio Mixer/Sound Engineer - Morgan Johnson

Audio Producer - Leslie Carthy

Oracle Book Illustrations

Tara Booth