Hinge believes the entire point of using a dating app should be to find someone—and dump the app. So, we created an integrated campaign rooted in the promise that Hinge is The Dating App Designed to Be Deleted. To do this, we brought a furry version of the app icon to life for the sole purpose of killing it every time a couple hits it off.

From video and digital to subway and a mural that was made to be destroyed, we took drastic measures to make Hinge’s first international ad campaign truly killer.