We’ll search everywhere for a missing sock. But we won’t search for the words to text back.

The Human Truth

Hinge is an app meant to be deleted. A brand that sees value in action.

The Brand Truth

The Ask:

Create a Chindogu product that reflects the human truth.

We maintain objects. But neglect to maintain connections.

The Insight:

Close-up of a red and black ASICS running shoe with detailed tread pattern.

The Big Idea:

The Lost Sock Product.

Hand holding packaging for a product called The Lost Sock that resembles a memory foam mattress for a sock, with instructions and branding on the packaging.

The Lost Sock™ turns emotional absence into a physical flaw. By packaging a single sock with a recovery system — the Pair Recovery Unit (P.R.U.) and hotline — the product satirizes passive dating culture and reinforces Hinge’s belief that real connection requires intention.

A vending machine called 'Hinge The Lost Sock' that sells lost socks in three different locations: a bar, an airport, and a transit station.

Soul Searching Vending Machines

Hinge installs the Lost Sock vending machines outside bars, airports, and transit. Placing a physical reminder of something missing in moments where interactions are rushed by, prompting people to confront the relationships they’ve left incomplete using the QR code that links back to there open messages.

A promotional display for a product called The Lost Sock, including packaging, instructions, and branding information about a sock locator device.