for real connections
from personality
matches.
Copywriting, UX/ UI.
Bumble; for D&AD New Blood Awards 2024.
Genre:
Client:
Tools:
Timeline:
Figma, Adobe Photoshop, InDesign & Illustrator.
3 weeks.
The Challenge:
“Create a copy-led campaign that celebrates 10 years of Bumble for a Gen Z audience—while while imagining what’s next for dating’s most disruptive app”.
The Solution:
A copy-led campaign using relatable dating scenarios to promote The Game—the app’s latest, retro-inspired feature.
The Game matches users by personality, not looks- making real connections. Think Gameboy vibes: users pick an avatar, hide their profile pic, and unlock fun questions as they level up—leading to a genuine ‘personality match’, with a fun twist.
Posters
A series of copy-led posters, with relatable dating scenarios, encouraging viewers to engage with the new game feature.
Supporting App Feature
After seeing promotional material, users can engage with the game. This feature enables the aim of the campaign- entering new a era of dating, where personalities make the real match.
How it works:
Snapchat Ads
Snapchat ads ensure the campaign reaches as much of its young audience as possible. With 75% of Gen Z using Snapchat daily, this will ensure more people can engage with the game.
Snapchat Filter
Snapchat ads are also be accompanied by an interactive quiz filter, asking users “What does my love life need?”.
The filter rolls through a series of characteristics. Whatever trait it lands on displays what they may need in a partner.
The filter then takes users to the game on the Bumble app, encouraging users to meet someone with these traits.
TikTok
The final stage of the campaign is a short promotional animation, for Tiktok and Instagram reels, encouraging more young people to engage with the game to find their personality match.