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