Some Matches Just Stick

“Some Matches Just Stick” is a 360-degree campaign that tackles the problem of modern dating feeling messy and complicated by speaking directly to singles who are craving real, drama-free connections. The campaign positions Hinge as the place where relationships naturally click, while its partnership with Jif adds a playful twist: highlighting that the only “sticky situation” you should want is great peanut butter. Photography acts as the focal point of the campaign, using nostalgic imagery to draw young singles in. A limited, to-the-point color palette and a youthful new brand font then support the visuals, helping communicate a fresh approach to finding real connections.