Bumble launches new ‘Girls will be Girls’ brand campaign via TBWA\Melbourne
Bumble, the dating app that empowers women to make the first move, has released its latest brand campaign ‘Girls will be Girls’, which focuses on the power of women making the first move. The high energy creative, produced by TBWA\Melbourne in close partnership with Bumble and directed by Courtney Brookes at Eight, is a current reflection of Bumble’s mission to empower women to be in the driver’s seat of their dating lives by flipping traditional gender norms on their head.
Says Lucille McCart, associate director, APAC, PR + Comms, Bumble: “The idea for this campaign came from a conversation around why the freedom that comes with the saying ‘boys will be boys’ is rarely given to women. This led to us asking the question, what would ‘girls will be girls’ look like? The idea of the campaign is to remind our audience that women can do whatever they like, starting with making the first move. On top of that, the mood and energy of the campaign also serves to remind us that dating is meant to be fun as we head into summer.”
Says Courtney Brookes, director at Eight: “I’m so grateful to Bumble and TBWA\Melbourne for recognising the importance of authenticity and the lived experience of women – especially the not-so-glam moments – and creating the space for these films to be made by talented women. My badass female driven crew added so much depth to the project.”
Like Bumble, Eight is women-owned and run and is committed to supporting female talent, with women making up 63% of the crew on the Girls Will Be Girls shoot.
The campaign will run across YouTube, catch up TV, Facebook, TikTok and Instagram, supported by Havas Melbourne.
The campaign is launching at a key time – as the warmer weather settles in, Australians’ interest in dating starts to blossom as we near peak dating season in early 2021. During the busy period between Christmas 2019 and Valentine’s Day 2020, more than 52.8 million messages were sent amongst the Bumble community in Australia.
Australian women have made the first move over 75 million times, with nearly 1 billion messages sent on the platform in Australia. In 2020 alone there have been over 305 million messages sent on Bumble in Australia (from 1 January 2020 – 17 November 2020) with nearly 42 million matches.
In addition, in Australia over 20% of people on Bumble are “new dawn daters” – those who are single after experiencing a breakup during the peak of the pandemic, with the largest breakup factor being the inability to see a partner.
More than 90% of Australian Bumble users claim to have experienced significant disruption to their lives in 2020, and 72% claim that 2020 has brought significant change to their dating lives. Bumble’s research has indicated that 86% of Australian users are interested in IRL dating, so it is anticipated that more and more people will be turning to Bumble to make new connections and romances over summer.
Bumble: Lucille McCart, Charlotte Fleming
Agency: TBWA\ Melbourne
Production Company: Eight
Director: Courtney Brookes
Executive Producer: Lib Kelly
28 Comments
really nice direction – perfect track. Loved everything except the american pontiac car. felt like a prop. but great spot.
Awful music track and the car is a Corvette.
The music choice ruins this… Not every female empowerment ad needs to be paired with hip-hop. I know “This Girl Can” from the UK set the tone, but when you don’t pull it off right, it completely lacks emotion and just sounds like wallpaper.
I liked this. But it’s not for me to judge.
Opinions eh
Thought the track was spot on.
This is really bloody good. Beautifully shot, diverse cast, totally representative of what good dating is like for modern women. And makes me want to meet my match on Bumble. Well done to all involved.
hold tight the gal dem
Hells yeah! Love the representation, the track, the art direction, and the storylines. Well done everyone.
I love this! It makes me want to Bumble my way into the new year.
nice spot here.
uninspiring – I don’t get the hype.
@MM Agree with you, don’t love the track.
Made me reach for my Koran.
Another by-the-number-female-empowerment montages spot.
You could literally swap out the Bumble logo for a Libra one.
Also, there is no way that eurasian woman is single.
…what hype?
That rain scene should have cum after the bedroom stuff. Could have meant so much more if it was positioned correctly and not in the missionary position part of the film.
Is it just me or does this position bumble as the place weird chicks can find gingers, asians or lesbians?
You win the award for biggest misogynist / racist / all round offensive commenter for 2020.
And there is stiff competition on here.
@You Win! Was that a response to the ad or to @Good ad for Tinder?
I watched this still suffering form the aftert-effects of McCann’s masterpice on Police sucide
It really made ne wonnder …..
“Huble to Bumble?
Get real
Is arsenic to my ears. Is this a TikTok ad?
Nice direction, nice styling, real nice.
Oh my god, what a f**king mess. The pictures don’t go with the music and the music is terrible.
Track is ok, but the lay into the motion isn’t smart enough, doesn’t use the power of the music to interact with the motion.
Feels like a phone ad. Looks like a phone ad. Quacks like a phone ad.
It’s too long, nobody is watching 90 seconds of average.
Might work in short form, might get mistaken for a social ad, or a phone ad.
lay off the neons and the over produced over art directed hypercolour next time. not everyone lives in a north side brunswick share house.
I’ve definitely had a nang in that kitchen at a 2019 house party
Poor man’s Myer campaign. This ain’t the 70s
Yea cause everyone would HATE working on a TIK TOK ad .. Just one of the biggest brands to come out of the last 2
years