Creative Corner: Online dating disruptor Hinge gets romantic, Asics introduces a paw-some new recruit and remix your leftovers with POM Tortillas

Happy Friday everyone. Been a hot one this week.

Love a bit of sunshine, brings a smile to your face. Talking of which, here’s three campaigns that brought a smile to my face this week; a heart-warming campaign from dating app Hinge; a mood-enhancing four-legged friend from Asics and some feel-good vibes from POM tortillas. 

Enjoy.

Hinge gets literary

Online dating disruptor Hinge is turning the page on traditional advertising with a decidedly more poetic approach for the next chapter of its 'No Ordinary Love' campaign.

The app has partnered with five contemporary literary voices – Upasna Barath, Hunter Harris, Tomasz Jedrowski, William Rayfet Hunter, and Jen Winston – who have been tasked with retelling the real-life romances of Hinge couples. Forget fleeting profile pics; the stories are written from both perspectives, promising to offer a richer, more nuanced exploration of those early dating days. By flipping the narrative between partners, the campaign promises to illuminate the "misreads, overthinking and unspoken harmony" that often colour those initial sparks with the aim of encouraging daters to ditch the cynicism and embrace connections with open hearts and minds.

Although the campaign will be promoted in out-of-home locations in London and New York, the interesting play for me here is where the stories will be told. The five-part series, intriguingly titled Baggage Claim, There You Are, Worth It, Too Good to Let Go, and Not Over Yet, will unfold on Substack. The writing platform has been gaining momentum as a cultural destination and it’s a smart strategic move.

But the love story doesn't end there. Hinge is also releasing a limited-edition hardcover book, a tangible testament to these modern romances. These literary keepsakes will find their way into book clubs across London and New York. With IRL book clubs proving popular amongst Gen Z, with some running their own speed dating nights, Hinge will be hoping the ‘No Ordinary Love’ series will spark a new connection or two.

Asics unleashes an unexpected ambassador

Anyone who reads this column regularly knows that I have a bit of a soft spot when it comes to dogs, well, mine anyway, so this campaign had to make the cut this week. No stranger to campaigns that break the norm for a sports brand, Asics has shaken up the ambassador game with a paw-some new recruit: Felix the Samoyed. Yes, you read that right. Man's best friend is officially stepping into the spotlight, proving that inspiration for movement can come in the fluffiest of packages.

And this unexpected appointment isn't just a cute PR stunt. It's rooted in solid science. 

Research spearheaded by Professor Brendon Stubbs of King’s College London delved into State of Mind Scores and unearthed a compelling link: dog owners are a whopping 35% more likely to hit those physical activity guidelines, clocking in an average of 240 minutes of exercise per week - and I can vouch for that, my 40 kilo friend, Buddy, needs at least two walks a day plus a little night time sprinkle before bed.

Who needs a personal trainer when you've got a furry motivator with boundless enthusiasm for walkies and a case of the zoomies? Dogs are truly the world’s unsung exercise influencers.

In response, Asics is inviting the British public to unleash their own canine superstars for its 'Asics Mind’s Best Friend Ambassador' programme. Forget meticulously crafted influencer personas; the brand is tapping into the genuine, tail-wagging power of our four-legged companions. Lucky selected dogs will become official Asics influencers, complete with their very own ambassador kit.

But the feel-good factor doesn't stop there. Asics is also extending a global paw, asking people worldwide to share heartwarming tales of how their furry friends inspire them to get moving. For every story shared using the hashtag #MindsBestFriend before July 12th, Asics will be donating to mental health charities. It's a clever way to harness the emotional connection we have with our dogs for a truly worthy cause.

While other brands are busy chasing podium finishes, Asics is once again celebrating the everyday victories, this time spurred on by a wet nose and a wagging tail. Felix, you've got my vote for most inspiring ambassador – now, where does Buddy sign up?

POM Tortillas drops a beat

I’m writing this over dinner which is apt considering my last campaign highlight of the week, from Tortilla titan POM, which has got me hungry for more than just tacos. It’s a campaign hailing out of Canada which recently caught my eye.

Dubbed ‘Remix Your Leftovers’, it’s a deliciously different campaign that looks to turn the mundane act of repurposing food into a culinary jamming session - but not of the fruity preserve kind. The campaign centres on the world's first-ever "45 RPM Tortilla" – yes, an actual pressed tortilla record that you can put on your deck. The (also) edible discs feature an original track by DJ and producer Vlooper, complete with tasty sound samples and full remix stems. It’s a literal creative spin and then some.

These unique tortilla vinyls have been dispatched to a carefully curated collective of DJs and influencers, inviting them to remix the track and whip up content that celebrates POM tortillas in ways we've never seen (or heard) before, blending the worlds of music and munchies (no that kind dear reader) in a deliciously unexpected fusion.

I’ve seen plenty of food leftover campaigns in my time, but this one is pretty out there. You could say they have a culinary hit on their hands…I’ll get my coat.

Well that wraps up another Creative Corner!

As ever, if you’re launching something that deserves a spot in Creative Corner, or have seen a campaign you just love, please do share it with us. Email paul.lucas@fanclubpr.com