On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

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Hinge

"In the Right Hands"

Brand Activation / Social Media / Culture & Community / Dating & Lifestyle
Hinge – Strategy & Brand Activation "In the Right Hands": Photo showing a hand holding a Hinge branded cup with various stickers, including "Dating me is like...", "You are my type", "Life among people", "Looking for something serious", "Flirty", and "I think we are compatible" overlaid on a blurred background of people x HY.AM Studios
To launch Hinge’s new Prompt Polls feature in Germany, we partnered with local favorite LAP Coffee to create a daytime takeover that blurred the line between brand activation and weekend hangout. From concept to guestlist and creator rollout, we turned a simple product moment into a culturally attuned experience—low pressure, high impact, and built to travel.
Hinge – Strategy & Brand Activation "In the Right Hands": Photo showing a person drinking from a blue cup with the text "Dating me is like..." overlayed x HY.AM Studios

Making It Stick

This was about landing Hinge right in Berlin—casual, social, and built for the moment. With a curated guestlist, local DJs, and a crowd that felt more scene than stunt, the space came alive. Custom cups, sticker sheets, and low-pressure content moments turned a feature drop into a hangout worth sharing. Personal, playful, and rooted in real connection. This is how a dating app becomes part of the culture.

Hinge – Strategy & Brand Activation "In the Right Hands": Photo showing a DJ playing at a table with a Pioneer DJ setup, with people relaxing outside on a sunny street x HY.AM Studios
Hinge – Strategy & Brand Activation "In the Right Hands": Photo showing a couple with a small white dog sitting outdoors, with a graphic overlay reading "LOOKING FOR SOMETHING SERIOUS" x HY.AM Studios
Hinge – Strategy & Brand Activation "In the Right Hands": Photo showing a line of people on a city street, with a table set up in the foreground x HY.AM Studios
Hinge – Strategy & Brand Activation "In the Right Hands": Photo showing a woman DJing at a coffee shop with a specials menu and pastries visible x HY.AM Studios
Hinge – Strategy & Brand Activation "In the Right Hands": Photo showing two iced drinks and a pain au chocolat on a metal table outside x HY.AM Studios
Hinge – Strategy & Brand Activation "In the Right Hands": Photo showing a hand holding a LAP coffee bag and an iced coffee, with a LAP Coffee storefront in the background x HY.AM Studios

The campaign made Hinge feel present in Berlin—not just as a dating app, but as part of the culture it speaks to. The event packed out. All 7,000 cups were picked up within days. UGC rolled in from creators and casuals alike. And the stickers? Still showing up long after the last matcha was poured.

"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
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