A literary anthology for modern romance

No Ordinary Love reframes what it means to have a “story-worthy” relationship. Instead of perfect meet-cutes, the campaign celebrates the messy, honest, and beautifully imperfect beginnings of real couples who met on Hinge.

Partnering with six contemporary authors, Hinge and Dazed created an 80-page zine and a global campaign that translated real couple stories into BookTok-worthy narratives.

This project is an extension of Hinge’s Designed to be Deleted platform — but with a new tone: reflective, literary, intimate.

Business & brand goals

• Bring cultural relevance to Hinge’s brand and expand audience connection among Gen Z.
• Reposition “imperfect” beginnings as meaningful, relatable, and worthy of celebration.
• Translate real couple stories into a format Gen Z actively engages with: BookTok, romance literature, author-driven storytelling.
  

Audience insight

Gen Z is deeply fluent in BookTok culture — annotations, romance tropes, marginalia, literary discourse — but skeptical of overly polished dating narratives.

Opportunity: bring romance storytelling to a real-life, imperfect place.

Campaign idea

Turn real Hinge couple stories into a literary anthology — a modern textbook for love.