Hinge Presents ‘No Ordinary Love’: A Campaign Celebrating the Unexpected Twists of Falling in Love
Notable romance writers of our generation bring to life six real love stories of couples who met on Hinge in a digital and printed zine.
LONDON, August 21, 2024 - Today, Hinge launches No Ordinary Love, an anthology of love stories that encourages daters to challenge the notion of “perfect fairytale beginnings” and celebrate the beautiful imperfections of real relationships. Six contemporary literary figures — Roxane Gay, R. O. Kwon, John Paul Brammer, Brontez Purnell, Isle McElroy, and Oisín Mckenna — have paired with six real-life couples who met on Hinge to interpret their experiences and explore modern romance in an 80-page zine made in collaboration with Dazed Studio.
Inspired by the recent boom in romance literature and the popularity of BookTok, the campaign celebrates the beauty of two people overcoming the “icks” and pressures for perfection during the early stages of dating. The digital and printed zine features love stories written by the authors based on the authentic and unfiltered dating journeys of six couples in the United States and the United Kingdom.
Produced and creatively directed by Dazed’s in-house creative and community agency, Dazed Studio, the 80-page zine will be split into six chapters:
- “Work in Progress” - written by Roxane Gay: A love story for people who are figuring it out together.
- “Playing Tag” - written by R. O. Kwon: A love story for people who run from relationships.
- “You Again” - written by John Paul Brammer: A love story for people who are open to new (and old) possibilities.
- “Love Notes” - written by Brontez Purnell: A love story for people who want to get on the same page.
- “Only One Rule” - written by Isle McElroy: A love story for people who make up their mind (and then change it).
- “Nothing Serious” - written by Oisín McKenna: A love story for people who can’t always see what’s right in front of them.
“The beginning of most relationships are often not like the kind you see celebrated by rom-coms and pop culture. At Hinge, we believe in showing the honest journeys of real couples as they create intentional and caring relationships,” said Jackie Jantos, Chief Marketing Officer at Hinge (she/her). “By reading the stories of these six couples who vulnerably shared how they met on our app, we hope to inspire and encourage others to uncover their own imperfect and beautiful love stories.”
The anthology will be published on a dedicated website, No-Ordinary-Love.co, on August 21. The love stories will also be printed as a limited edition zine, distributed around New York between September 9-16 and London between September 23-30. Additionally, Dazed Studio and Hinge have launched out-of-home advertising campaigns in London, Los Angeles, New York City and Sydney to inspire daters as they go about their daily lives and create their own love stories.
Pierre-Yves Morvan, Executive Creative Director of Dazed Studio said, “We're thrilled to share "No Ordinary Love" with the world — an anthology of true love stories from real-life couples, beautifully reimagined by six renowned authors. By blending digital and print experiences, we aimed to offer something tangible and lasting, much like true love itself! It's about creating something truly meaningful that will live on.”
Izzy Farmiloe, Strategy Director of Dazed Studio, said, "We know from our research that young people are consistently craving meaningful connections, not only with people but also from the media that they consume. We've seen the resurgence and rise of zines, books, blog-style formats, podcasts and tangible, nostalgic and personality-driven mediums. For this project with Hinge, we wanted to show how dating apps are redefining love stories, exciting future couples to let go of first date pressures."
Dazed Studio commissioned Brooklyn-based graphic and digital designer Elana Schlenker to design the zine and T-Bone Fletcher, a British photographer and graphic artist, beautifully captured a series of intimate images that capture the spirit of each couple, accompanying the written words of each story. Fletcher was also commissioned to create a cartoon mascot as a cupid character that continues to challenge how we perceive modern love stories by providing their own thoughts and opinions on each story.
No Ordinary Love is an extension of Hinge’s “Designed To Be Deleted” platform. The company continues to highlight the success stories of couples who met on the app, including the special moments of connection that lead to one-of-their-kind and meaningful relationships.
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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 DAZED STUDIO
Dazed Studio is Dazed Media’s in-house creative agency, working with brands to create innovative campaigns across the luxury and lifestyle sectors. For over 30 years Dazed has been the most trusted voice for radical creativity through global fashion and youth culture, rejecting convention by platforming visionary ideas that influence the way we view the world. Dazed Studio creates, produces and delivers full service strategically-driven campaigns and experiences for brands including Chanel, Moncler, Spotify, Nike, Versace, Lululemon, Gucci, Calvin Klein, adidas, ON, Schwarzkopf, IKEA and many more.
PRESS CONTACT
Hinge
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Marc MacDonald, Communications and Marketing Manager, Dazed Media