The brief was simple - create an exciting launch campaign for Bumble in Singapore, Philippines and Indonesia. Get downloads of the app and encourage trial. So what did we do - we acknowledged that for women to make the first move - it's never easy. We go through a multitude of emotions (🤣😬😰🤔😳🤪😅🤨🙃🥰😃) when we have to send that first "hi"... we overthink and over feel.

As such, to encourage women to use the app and make the first move,
our campaign needed to not just acknowledge the awkwardness of this notion,
but also show that it can also be fun, safe and rewarding.

Taking control of your dating life has never been this fun and this empowering.