Lucia Zhang 张予菡 writer, florist, philosopher

Penguin X Hinge: Read Me Like a Book

“If you go to someone’s house and they don’t have any books, leave.” Was the saying that inspired this campaign. The insight was that reading is a green flag in dating. When tasked to bring books back to the forefront of pop culture, we accomplished just that by putting it where people already are: dating apps. 
Read Me Like a Book is a mode in Hinge in which users don’t see photos of users until they’ve matched, which is done purely through book-related prompts.

Submission for the 2022 D&AD New Blood Awards. View the official brief here

Made with Arman [AD], Paola [AD], Ted [CW]
With direction from Trent