Online dating app Hinge has teamed up with five contemporary writers for a new campaign showcasing love stories.
The authors: Upasna Barath, Hunter Harris, Tomasz Jedrowski, William Rayfet Hunter and Jen Winston retell Hinge couples’ love stories from both perspectives.
Devised by Dazed Studio, Dazed’s in-house creative and community agency, the campaign is the second instalment of its ‘No Ordinary Love’ ads.
It aims to showcase each couple’s thoughts and feelings and “encourage daters to pursue romantic connections with an open mind”.
“We want to complement Substack’s community of writers and readers with honest, authentic perspectives on love from exciting literary voices,” said Jackie Jantos, president and chief marketing officer at Hinge.
“We’re intentional in sharing useful, inspiring stories that meet daters in the spaces they already are. By flipping between both partners’ perspectives, these real love stories highlight the misreads, overthinking and unspoken harmony of early dating.”
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Split into five parts: Baggage Claim, There You Are, Worth It, Too Good to Let Go and Not Over Yet, the marketing drive will launch on the writing platform Substack.
The series will be introduced by contemporary author Roxanne Gay.
As part of the campaign, the dating app will also release a limited-edition hardcover book, documenting the daters’ love stories. The book has been produced by Dazed Studio and will be given to book clubs across London and New York.
“At Dazed Studio, we’re always interested in projects that challenge dominant narratives and create space for honest, human storytelling,” said Jamie Knowles, managing director at Dazed Studio.
“With this next iteration of No Ordinary Love, we had the opportunity to pull from our extended creative community to shape a campaign that feels deeply cultural, personal, and refreshingly real. It offers a slower, more reflective take on modern dating, one that resonates with how people are truly feeling right now.”
The marketing drive will also run across out-of-home advertising in London and New York.
