Once you find the person to walk through life with, Hingie knows it's time to go.

For their fall campaign in the European market, we worked with Hinge, ‘the dating app designed to be deleted’, to bring their message to life. We placed Hingie, their iconic fuzzy mascot, into real world settings where he interacted with everyday scenarios, only to disappear in unexpected ways at the sight of happy couples. From falling off of a kite, to being popped by an accordion, Hingie could not withstand the power love.

Through four mixed-reality executions by the talented Hati Hati Mas, we cleverly emphasized Hinge's mission of helping users find lasting connections, making the app — and Hingie — obsolete once love is found. These lively, dynamic videos resulted in millions of views, effectively capturing Hinge's playful energy and bringing its message to life in a memorable way.