TBWA creates first NZ brand campaign for Bumble (Updated)

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AUCKLAND, Today: TBWA\NZ has created the first NZ brand campaign for social networking app Bumble, that empowers women to make the first move in dating, friend-finding and professional networking.

Good Things Come to Those Who Don’t Wait which focuses on the power of women making the first move.

Directed by Lula Cucchiara of Curious Films, the creative follows a day in the life of a Kiwi woman, played by singer/musician Ruby Esther, “who knows exactly what she wants and is looking for a romantic partner to complete her vision”.  

Bumble’s Sydney-based APAC PR associate director Lucille McCart said: “In true Bumble ethos, the woman character at the centre of the creative doesn’t leave it up to chance or fate, instead she takes an active role in meeting her ideal match. 

“We are really proud to be launching our first brand campaign in New Zealand with such a strong message about how empowered women can be when they make the first move, through content that is also comedic and fun.”

“We love that Bumble supports women by encouraging them to make the first move.”

TBWA\NZ CCO Shane Bradnick said: “We love that Bumble supports women by encouraging them to make the first move. This spot is a fun way to celebrate this in a way that’s bound to make Kiwis smile.

“Together with a woman director, the majority of the production team who worked on the creative were women, including TBWA\NZ art director Emily Osborne and copywriter Simone Louis.”

The campaign is now running across YouTube, TVNZ OnDemand, Facebook and Instagram.

McCart: “The campaign is launching at a key time. As the warmer weather settles in, New Zealanders’ interest in dating starts to blossom as peak dating season approaches in early 2021.

“During the busy period between Christmas 2019 and Valentine’s Day 2020, more than 7.2 million messages were sent amongst the Bumble community in New Zealand.”


Bumble: Lucille McCart, Charlotte Fleming
Agency: TBWA\NZ
Production company: TBWA\BOLT
Director: Lula Cucchiara, Curious Films

About Bumble
Bumble, the women-first social networking app, was founded by ceo Whitney Wolfe Herd in 2014. Bumble connects people across dating (Bumble Date), friendship (Bumble BFF) and professional networking (Bumble Bizz). No matter the type of relationship, women make the first move on Bumble. Bumble recognises the importance of relationships and how crucial they are to a healthy, happy life. They’ve built their platform around kindness, respect, and equality – and their community plays an important part in that. Bumble holds its users accountable for their actions and has zero tolerance for hate, aggression, or bullying. Since 2014, Bumble has facilitated over a billion women-led first moves and over fifteen billion messages sent. Bumble is free and available worldwide in the App Store and Google Play.

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