Hinge has launched the second installment of its It’s Funny We Met on Hinge campaign, continuing its focus on real couples whose relationships developed in unexpected ways. The campaign, created in partnership with creative collective Birthday and directed by India Sleem of Somesuch, highlights seven pairs whose stories challenge the traditional narrative of meeting exclusively online or offline.
Rather than framing dating apps as a standalone path to connection, the campaign illustrates how relationships often take non-linear turns. Featured stories include couples who initially crossed paths in real life but only connected after matching on Hinge, as well as others who met on the app, lost touch, and later rekindled their connection offline.
Examples include a San Francisco pair with mutual friends who only connected after matching on Hinge, a Glasgow couple who realized mid-dating they had previously noticed each other on a train, and a New York duo who unknowingly rode the same subway for years before meeting through the app. Across all the vignettes, the emphasis is on chance, timing, and the blending of online and offline encounters.
The new chapter builds on the first It’s Funny We Met on Hinge campaign released in 2024 and will run across social media and streaming platforms in the U.S., Canada, the U.K., and Australia from August 2025 through early 2026.
“Everybody loves a love story. And it’s the real ones, with weird edges, awkward silences and unprompted laughter, that truly connect with people at a higher level,” said Corinna Falusi, founder and CCO of Birthday. The big focus is that the relationships have staying power – something that Hinge likely wants to push in its advertising going forward, given that many dating users are experiencing burnout with the usual swiping cycle of many apps.
