“It’s Funny We Met on Hinge”: Real couples reflect on their surprise connections in new global campaign for Hinge via Birthday, New York
Hinge has today launched ‘It’s Funny We Met on Hinge’, a new global campaign created in collaboration with New York-based creative collective Birthday, which exploring the nuances of modern romance by highlighting the experiences of real couples who eventually met on the app.
As daters wrestle with expectations about how and where their love story should begin, the new campaign challenges the binary of meeting either in person or on a dating app. Instead, “It’s Funny We Met on Hinge” showcases how the path of today’s relationships doesn’t necessarily fit perfectly into either mold.
The campaign shares the stories of seven real-life couples who unknowingly crossed paths in person — such as overlapping childhood neighborhoods, mutual connections with family members, and brief interactions at work — but ultimately connected after matching on Hinge. Across seven intimate films, the couples candidly reflect about their romantic journey, from initial hesitations about dating apps to the role of intentions and timing that brought them together. Ultimately, they share how an unforeseen “like” on Hinge can lead to a meaningful relationship.
- • Claire (she/her) and Christian (he/him) from New York City grew up down the street from each other and played in the same Little League network. Claire used to call Christian her “neighborhood boyfriend,” but they didn’t meet until Christian sent Claire a “like” on Hinge.
- • Andrea (she/her) and Joshua (he/him) from New York City, discovered that years prior to matching on Hinge, Andrea had come across a photo of Joshua in an ad campaign and said to her friend “damn, I need a man like that.”
- • James (he/him) and Cassia (she/her) from London crossed paths briefly twice before matching on Hinge: first when he was a videographer at the winery where she worked, and second in the park when he walked by as she was crying about an ex-boyfriend.
- • Telly (she/her) and Kayla (she/her) from Los Angeles realized after matching on Hinge that they had a mutual connection: Kayla managed Telly’s cousin’s college basketball team — and Telly had been to some of the games.
- • Matthew (he/him) & Gus (they/them) from London met in-person just a week before matching on Hinge: Matthew was working in the cloakroom of a theater, and Gus was seeing a show.
- • Anngel (she/her) & Jataun (he/him) from Los Angeles realized after matching on Hinge that while growing up in San Diego, Jataun played football with Anngel’s brother and knew her dad.
- • Sarah (she/her) and James (he/him) from Los Angeles met on Hinge when James moved to Los Angeles. Before the move, James followed the social account of a niche lit mag that Sarah was the editor of.
“Love rarely happens the way we imagine, and that’s what makes each relationship so special. Our marketing focuses on telling honest stories that resonate with today’s daters,” said Jackie Jantos, Chief Marketing Officer at Hinge (she/her). “With It’s Funny We Met on Hinge, we hope to encourage daters to embrace the unexpected and extraordinary ways their own love story could begin.”
Building on Hinge’s “No Ordinary Love” anthology, “It’s Funny We Met on Hinge” offers an authentic exploration of modern love and is the latest addition to Hinge’s “Designed To Be Deleted” platform. Created in collaboration with Birthday and directed by India Sleem of Serial Pictures, the campaign continues to spotlight real stories from couples who met on the app, capturing the serendipitous moments that led to their one-of-a-kind relationships.
“In this campaign, real couples share their own stories of how their paths intertwined—capturing the intricacies of modern romance more relatably than any script could,” explained Corinna Falusi, Founder of Birthday. “’It’s Funny We Met On Hinge’ takes Hinge deeper into authentic storytelling, emphasizing that love doesn’t follow a single path. It can come from countless opportunities, whether in person, online, or both. In every story we featured, the couples had crossed paths in real life multiple times, but it was Hinge that finally brought them together.”
The campaign will come to life through ad spots across social media and streaming services in the United States, Canada, United Kingdom, and Australia, running from December 26, 2024 to early March 2025. Additionally, creators will share reflections on their own surprising stories of eventually meeting someone special on Hinge starting in January 2025 across social platforms.
Creative Agency: Birthday
Founder: Corinna Falusi
Partner: Jamie Standen
Partner: Erik Norin
CD: Christine Petrowsky
CD: Brennen Cooke
Executive Producer: Margaux Ravis
Project Manager: Alexandra Szilyagi
Design: Echo Wu
Strategy: James Frazer
Strategy: Dani Howe
Strategy: Lisa Cadwallader
Writer: Martin Baker
Consulting Advisor: Sherri Chambers
PR: Gabby Lott
Collaborator: Camille Thompson
Collaborator: David Yousif
Collaborator: May Jeong
Collaborator: Elyse Marcinkowski
Production Company: Serial Pictures
Director: India Sleem
Head of Production: JP Colombo
Executive Producer: Sara Greco
Producer: Jake Agger
Producer: Magali Sagarra (The Lift)
Director of Photography: Alexis Zabé
Social Photography: Eleanor Schmitt
Casting Company: Haven&kin
Founder: Angie Schoemer
Casting Producers: Kristen Moss, Ruba Audeh, Christina Mayorga
Editorial
Company: Cabin Editing
Company Editors: Matt Schaff, Tom Hohle
Assistant Editor: Katie Pehowski
Head of Production: Lisa Barnable
Executive Producer: Hope DuHaime
Producer: Charles Nickles
VFX / Finishing
Company: Cabin FX
Color
Company: Assembly
Colorist: Maria Carretero
Senior Supervising Producer: Katie Andrews
Sound Mixing
Company: Heard City
Mixer: Phillip Loeb
Executive Producer: Liana Rosenberg
Music & Sound Design
Company: Interlude Sounds
Composer & Sound Designer: Taul Katz
Executive Producer: Daniel Balk
Producer: Imogen Pring