Love at first sight. Dancing in the rain. The perfect first kiss. Fireworks. These are all classic romance tropes that many of us have grown up seeing in movies or reading about in books. However, in reality, love tends to be much more unpredictable, filled with imperfections, and often weaves its way through the mundanity of everyday life. It is the little misunderstandings and the bumpy road that pave the way to meaningful connections.
This week, Hinge, a popular dating app, took a different approach to showcasing love stories by releasing a literary anthology featuring six couples who met on the app. The anthology, titled „No Ordinary Love,“ was created in collaboration with talented writers such as Roxane Gay, John Paul Brammer, R.O. Kwon, Isle McElroy, Oisín McKenna, and Brontez Purnell. These writers were paired with the couples to interpret their experiences and explore modern romance in a more nuanced and authentic way.
The campaign, launched in partnership with Dazed Studio, aims to challenge common clichés associated with love and romance and instead highlight the real, imperfect, and beautiful love stories that happen every day. With the resurgence of romance literature driven by platforms like BookTok, the campaign strategically taps into this cultural moment, using the power of narrative to showcase the complexity of connections made on the app.
In an interview with Hinge’s chief marketing officer, Jackie Jantos, she shared insights into the origin of the idea behind the campaign. She explained that the goal was to celebrate the beauty of two people coming together in ways that were honest and true, moving away from the idealized notions of love often portrayed in mainstream media. By sharing the stories of real couples who met on Hinge, the campaign aims to inspire curiosity and confidence in young daters as they navigate their own dating journeys.
One of the unique aspects of the campaign is the choice of contemporary literary figures to interpret the real-life love stories. These writers were selected based on their ability to capture the nuances of the couples‘ stories and bring a fresh perspective to the exploration of modern romance. By using literary narratives to elevate these stories, Hinge aims to resonate with its audience in a more authentic and engaging way compared to traditional marketing approaches.
The campaign focuses on challenging traditional romantic tropes and embracing the imperfections of real relationships, reflecting Hinge’s broader strategy of creating fulfilling, in-person connections. By pushing back against clichés and showcasing diverse love stories, Hinge hopes to inspire users to be more open-minded and receptive to what their own love story might look like.
Partnering with Dazed Studio, a cultural influencer known for its creative and visually engaging content, was key to shaping the final product of the campaign. Through creative direction from Dazed Studio and collaborations with talented designers and photographers, Hinge was able to create a campaign that felt genuine and memorable, resonating with its target audience of young daters.
Overall, the „No Ordinary Love“ campaign by Hinge offers a refreshing and authentic perspective on modern romance. By highlighting real love stories that challenge traditional notions of love, the campaign aims to encourage users to embrace the imperfect and beautiful aspects of their own love journeys. The anthology is now available to read on the campaign’s website, and limited edition prints will be distributed in London, offering readers a chance to dive into the diverse and inspiring love stories of the couples who met on Hinge.
