Hinge’s No Ordinary Love campaign challenged Gen Z’s skepticism about finding a "story-worthy" romance on the dating app by taking the perfectly real plot twists experienced by couples who met on Hinge and adapting them into Booktok worthy love stories.

The anthology was distributed online and as a printed zine across New York, London & Sydney, with out-of-home placements turning subway cars, train platforms, and bus stops into unexpected reading moments.

To expand its reach, the campaign included an editorial series on DAZED, a first-of-its-kind Substack collaboration, partnership with Fable’s online book club and BookTok creators to feature love essays, interviews, and an immersive storytelling event.

By combining culture with real-world storytelling, No Ordinary Love redefined modern romance, proving that epic love stories (complete with plot twists to embrace) begin on Hinge.
The literary zine even made LitHub’s top 50 stories for 2024 🥹