Taking the pulse with 2021 Young Bloods Ruby Yang & Shubhangi Verma
Q & A with these award winners on "The dating app that got deleted"
August 12, 2022
Applied Arts catches up with 2021 Advertising Award Young Blood (a category for individuals and teams with less than five years in the industry) winners Ruby Yang and Shubbhangi Verma. The creative duo collaborated to create The Dating App that Got Deleted. The campaign was created for Hinge earning them multiple wins—Young Blood Digital Advertising and the COVID-19 Creative Response categories.
1. Can you walk us through the specifics of creating this piece?
From the start my partner and I adopted a very open-minded approach. In the ideation stage, no ideas were bad ideas. We just sat on our couch and rambled through our unfiltered thoughts. We often questioned different possibilities and realities and kept building off each other’s ideas. This led us to our aha moment, what if the dating app designed to be deleted actually got deleted? From there, we didn’t look back. We saw the greatness of the idea in its simplicity. Being an avid dating app user, and being a Zillenial helped us tap into what would instill a reaction from our target audience. Since we were selling lifestyle changes, we wanted to keep it experiential.
2. What advice would you give to someone who is just starting out in your field?
Trust and believe in yourself. Don’t hold back on your thoughts, even if you think it’s not a good one. You are not shit you are THE SHIT.
3. How do you stay creative/inspired?
Be friends with creative people. You're bound to have inspiring conversations and you never know what could spark an idea. They’re the perfect soundboards, and it's so satisfying when they get excited about your ideas.
The Dating App that Got Deleted, by Ruby Yang and Shubhangi Verma, 2021 multiple-winners in the Young Blood Advertising category.
4. Tell us your biggest art world pet peeve?
When people move away from simplicity, and over sell the message. It’s more important to focus on the content and the key takeaway for the audience. Imagine you receive a beautifully packaged gift and you get so excited to open it, but when you do, you don’t like what’s inside. We need more purpose-driven but less poop-with-a-bowtie content.
No Poop-in-a-bowtie content here! Thank you Ruby and Shubhangi for joining us on this Q&A. We wish you both continued success in your creative career.
