PROBLEM 

The problem with Hinge is that they take the human factor of this LGTBQIA+ away by making it apparent that they’re focussing on their sexuality - which makes them feel like a charitycase (almost). ︎︎︎ It’s like their sexuality is a holiday that’s being celebrated once a year. We’re talking about people here that want to make human connections and have human feelings; have a human identity.

The specific target that Hinge describes in their brief is also:


  • Intelligent 
  • Confident
  • Unapologetic



SOLUTION

Let’s tackle the campaign in a subtle manner, more so about the topic of HUMAN Sexual Identity rather than a hard focus on ‘’being part’’ of the LGTBQIA+ community.
TACTIC - LESS OBVIOUS, IS MORE AUTHENTIC.

The council shouldn’t be people (influencers) talking about Hinge but an activation for emotional connection and intimicy.

By having Hinge collaborate with a brand such as We’re not Really strangers (or something similar) and developing a product - strategy with them ︎︎︎ we stimulate forming meaningful IRL connections while having talks about intimacy that is not heteronormative.

With this approach of a ‘’council’’, that is actually a (cultural credible) brand collaboration we tap into:

Feel 
WRNRS x HINGE =  make people curious. 

Do 
With a special dating pack we will tap into going offline ︎︎︎ ‘’deleting’’ — stimulate real connections. (Perhaps the question pack can be made by nano-queer influencers, for the community by the community).

Think 
This approach could be the standard of forming meaningful intellectual connections.
The questions of the pack should be created in a way that’s non heteronormative - but not obviously about their community. ︎︎︎ more humanised ︎︎︎ no emphasis on their sexuallity. It’s subtle. It’s part of them, but it’s not what should always be marketed on.

Tapping into: intimacy, normalising LGTBQIA+ community, intellect, authenticity, community building, organic growth.

DOWNSIDE: WRNRS Collaborated with Bumble on a video, however this line of thought/approach is still interesting to explore.