What Happens When You Launch a Dating Report with Coffee, a DJ and 350 Queer People?
Most reports get published, shared on LinkedIn and quietly disappear.
Hinge wanted to do something different.
To launch its latest LGBTQIA+ D.A.T.E. Report, Clarity Builds Chemistry, Hinge partnered with Cee Cee Creative and That Gay Creation to transform research into something people could actually experience.
Instead of asking Berlin's queer community to read about connection, we invited them to experience it.
From Data to Real Life
The D.A.T.E. Report explores how LGBTQIA+ people are navigating modern dating, highlighting a shift towards clearer communication, emotional honesty and more intentional relationships.
But connection has never been something that exists solely on a screen.
It happens across café tables. On shared benches. Between strangers who discover they have more in common than they expected.
That thinking became the foundation for Croissant Sessions.
Hosted at westberlin in the heart of Berlin, the collaboration created a relaxed Saturday morning where coffee replaced cocktails, conversations replaced notifications and the city's LGBTQIA+ community could simply spend time together.
Sometimes the most meaningful experiences don't need a stage.
Why That Gay Creation?
Authenticity can't be bought.
It's built over time.
Hinge partnered with That Gay Creation because of our deep connection to Berlin's queer community and our ability to bring people together through culture-led experiences that feel genuine rather than manufactured.
Working alongside Cee Cee Creative, our role was to introduce the campaign to our audience, amplify the launch across our platforms and help shape an experience that reflected the spirit of the report itself.
Not a branded activation.
A community gathering.
The Results
The collaboration demonstrated what's possible when brands invest in community rather than simply marketing to it.
Campaign Highlights
96,607+ campaign views
350+ attendees
9 Instagram feed posts
15 Instagram Stories
3 dedicated newsletter features
Promotion across Instagram, newsletters, Luma, Eventbrite and Rausgegangen
Editorial collaboration between Hinge, Cee Cee Creative and That Gay Creation
More importantly, the campaign turned digital engagement into real-world interaction, bringing hundreds of LGBTQIA+ people together in one space to meet, chat and connect.
More Than Marketing
For us, the success of Croissant Sessions wasn't measured solely by impressions or attendance.
It was measured by what happened in the room.
People arrived alone and left with new friends. Conversations spilled from coffee into cocktails. Plans were made for future weekends before this one had even ended.
That's what community looks like.
And that's why partnerships like this matter.
Looking Ahead
At That Gay Creation, we believe the strongest collaborations happen when brands become part of culture instead of simply advertising around it.
Whether it's a festival, a nightlife concept or a Saturday morning coffee gathering, our goal remains the same: creating experiences that bring people together in ways that feel authentic, memorable and genuinely human.
Croissant Sessions was one example of that.
We're excited for what's next.
Interested in partnering with That Gay Creation?
If you're a brand looking to connect with LGBTQIA+ audiences through culture-first experiences, we'd love to hear from you.
Explore our work or get in touch to discuss future collaborations.
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