Hily

In a highly competitive dating market, even with strong leaders, it is very difficult to conduct only product communication. Therefore, a product that has leadership ambitions of one of the major opportunities to realize them is the formation of its special brand. And of course run brand advertising communications to establish and maintain its reputation.

Hily dating app. – just such a product, ambitious and already recognized by the market. That’s why he chose the path of strategic implementation of his brand’s position. Creative advertising campaigns are the basis of this strategy. Our task was to create such a thing.

For us, the basis was that the Hily dating app does not act as a guarantor of obtaining stereotypical results for such products: whether sex or a serious relationship. This is primarily to help start communication between people, which can grow in unpredictable history. That’s why we took the unpredictability of stories as a basis for creativity. And the interesting thing is that history does not exist in one person. If it has not experienced something with another person, or at least did not tell anyone about what happened to her – it’s just experience. Therefore, history is always when there is more than one person, which is very similar to the essence of the dating app as such. Besides, no one is interested in boring stories and nothing brings two people closer than nonsense done together.

All this fell into a series of videos in which the stereotypical for the category of romantic beginnings changes dramatically in the denouement of the nonsense that the couple does together. And these nonsense are very different: from romantic to large-scale and somewhat dangerous. Yes, it was a spoiler.