Inspired by the world of classic literature and the first-person narration of books and movies, Hinge presents the second installment, No Ordinary Love (2025). The campaign celebrates the unexpected twists of real love stories from real Hinge couples.

Pairing five leading contemporary writers – Upasna Barath, Hunter Harris, William Rayfet Hunter, Tomasz Jedrowski, and Jen Winston – with five Hinge couples, No Ordinary Love (2025) is a retelling of the key moments in each couple's love story, alternating between perspectives of both partners. We descend and dissect the temperament of early dating, following each person’s moments of excitement and uncertainty in their search for love.

FROM THE DIGITAL LANDSCAPE OF SUBSTACK TO THE REAL WORLD, WE RELEASED A LIMITED-EDITION, BEAUTIFULLY CRAFTED, HARDBACK BOOK

DISTRIBUTED TO SELECT BOOK CLUBS ACROSS NEW YORK CITY AND LONDON

Transferring the narratives from the page to the real world, we partnered with nine book clubs, including Sapph-Lit, Prim, and Casual Reader’s Club, to host conversations that bridged love stories and lived experiences. With its distribution through IRL book clubs, No Ordinary Love (2025) brought together longtime book lovers and first-time club members to exchange perspectives on dating, identity, and connection, proving that stories of modern love resonate most deeply when experienced together.

From tactile books to IRL dialogue, No Ordinary Love (2025) extends Hinge’s celebration of unexpected love stories into authentic community spaces – where literature, conversation, and connection meet.

Alongside cultural activations, Dazed delivered a true 360° campaign rollout across social, digital, and IRL channels.