The first two chapters of Hinge's It's Funny We Met on Hinge campaign leaned into the fantasy of meeting someone within your orbit, which resonated because millennials want to believe the love of their life is behind them in line at the grocery store. Gen Z, however, is way less hopeful. So we took things in a brutally honest direction with seven real couples from the U.S., U.K., and Australia focusing on burnout, bad dates and almost giving up right before finding their person. Not many brands would choose to highlight how much their product sucks, which is exactly why it appealed to Gen Z, and maybe why I’m dangerously close to redownloading.