Bumble IRL

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BUMBLE IRL

WHAT REAL RELATIONSHIPS LOOK LIKE.

OVERVIEW

Bumble is more than just a dating app. It is a mission-driven company dedicated to empower women and help end misogyny around the globe through its three modes (Bumble Bizz, Bumble BFF, and Bumble Date) for professional networking, friend-finding, and dating.

Sounds great, right? But not a lot of people, especially in the Philippines, know this about Bumble.

Our studio proudly worked on some of Bumble Philippines' branded content, so when they approached us to help them with something bigger in concept and in size which is a campaign to build their brand in the Philippines through OOH and digital, it was easy to swipe and agree.

The challenge: position Bumble in a new (and highly conservative) market through the idea of real connections, friendships, and relationships.

WHAT WE DID

Concept Development
Campaign Strategy
Creative Direction and Production
Content Development
Copywriting

SPECIAL THANKS

Portraits by Koji Arboleda
Product Photography by Kitkat Pajaro
Styling by Loris Peña
Hair by Franz Tancioco
Makeup by Pat Remoquillo

Through a process of immersion in the Bumble app and correspondences with current and potential users, we gathered insights that led us to identify precisely what Bumble is for Filipinos and what, for them, is the essence of being "real."

We found that for many Filipinos, Bumble is not a "dating app," but an introductory one. Guided by this insight, we wanted to portray Bumble for what it really is, an opportunity to connect—whether it’s for dating, friendship, and networking. To achieve this, we acknowledged that relationships both online and offline are not instantaneous. They can grow with effort and time, and Bumble is just one way—a great way—to start.

Thus, the Bumble In Real Life (IRL) campaign. We gathered three pairs of real people who met on Bumble. We documented real-life conversations, real-life memorabilia, and real-life reflections through mini interviews conducted in between the campaign. Each of the pair's story arc is summarized through the OOH ads while details were simultaneously unfolded on social media.

We treated the OOH spots allocated in Makati's Paseo Underpass in Ayala Avenue and Sedeño Underpass in Paseo de Roxas as larger-than-life storyboards, bringing color and life to areas where people routinely walked by and to spaces of interest that caught their attention with Bumble's identifiable color palettes.

We wanted to show that beautiful stories can unfold in unusual spaces through a balance between copy, photographs, screenshots, and illustrations. These full wall ads unapologetically took pride in connections you can possibly find by making the first move.

To support the OOH, we also worked on its social media campaign that chronicled the three real-life connections under Date, BFF, and Bizz. Through a series of GIFs, interviews, illustrations, and even memes, the campaign owed much of its success to the sincere details, humor, and relatability of each story.

"Thankfully, campaigns like these might normalize and open the conversation on online dating. Because c’mon, it’s 2019 – Lord knows we Filipinos need to get out of that conservative bubble we grew up in."

– SAAB LARIOSA, WE THE PVBLIC

Try it yourself. Make the first move.
Download bumble on the app store or on google play. Follow their instagram for updates.