Dating app Hinge has recently launched a new campaign in Europe titled “Where Hinge Ends, We Begin“, created in partnership with creative collective Birthday. The campaign builds on the app’s long-running “Designed to Be Deleted” platform and follows two earlier localized efforts across the continent. Produced by Swedish studio Pine and directed by Marie Schuller, the campaign emphasizes authentic, real-life dating moments through localized storytelling and visuals.
Originally launching a month ago on platforms like YouTube, the campaign is ongoing and may receive more shorts as Hinge attempts a deeper push into specific countries within Europe. In Germany, for instance, scenes depict local dating experiences – from late-night chats outside convenience stores to shared meals in kebab shops – crafted with input from local users to ensure cultural relevance. France also received its own customized version of the campaign.
The effort includes both film and social content, with three social-first videos helping to broaden the campaign’s digital reach. It follows Hinge’s previous European campaigns: “Designed to Be Deleted” (2023) and “The Moment I Knew” (2024), both also produced with Birthday.
The campaign’s message aligns with Hinge’s internal research, which found that a large majority of users value emotional openness over perfection. According to the company, 93% of users prefer partners who show vulnerability, and 66% are more inclined to pursue a second date with someone who does.
Hinge’s CMO Jackie Jantos described the campaign as a celebration of genuine human moments, while Birthday’s founder Corinna Falusi said the films aim to reflect dating’s unpredictable, awkward, and deeply human nature. Together, the campaign reinforces Hinge’s positioning as a platform focused on meaningful connection.
