Hinge is an app designed to be deleted. This is not a personal opinion. It’s the brand tagline.

Here’s a quick glossary so you can proudly have your #TodayILearned moment:
> Hinge: It is a dating app ” built on the belief that anyone looking for love should be able to find it.”
> Green flags: signs and actions that tell you this person doesn’t think doing the bare qualifies for an award.

In its recent ad campaign, Hinge puts green flags at the center of the story.

In this traditional Out-Of-Home (OOH) advertising style, Hinge underlines what people end up saying to their partner – “That’s when I knew…”

The copy is so real, honest and simple. Take a look!

Yet, great copy can get lost in the chaos that is design. This for example:

I would have to stop, take ten steps back and read this twice. Someone in a moving vehicle will not catch everything at once. It would’ve probably been better to use a simpler grid design, where the copy isn’t in four different places and the dog is not the star of the show.

These ads are the child of Hinge’s “designed to be deleted” campaign . Together with OOH, it has also released short films that capture real moments, which you can watch right here.

Captured by the talented Marie Tomanova and brought to life by the fresh creative minds at Birthday, is the ‘The Moment I Knew’ campaign. Filmed in the heart of Stockholm, Sweden, this project was a collaboration with the local Pine Productions and the award-winning indie director Malin Ingrid. These videos are all about those perfect, unforgettable moments.

What’s your “The Moment I Knew” story? Share it in the comments!

Here’s a template to get you started: When you ……., that’s when I knew.