The Drum Awards for Marketing - Entry Deadline

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Client: Bumble
Date: Mar 2022
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Bumble is continuing its efforts to challenge the ‘traditional’ rules of dating with an all-too-relatable print campaign by copywriters Oli Beale and Alexandre Holder.

The instantly-recognizable yellow-and-white ads depict different online dating scenarios such as who will text first, waiting a reasonable amount of time to arrange a follow-up date or even where to meet on the night. The tagline bluntly reads: “The rules of dating are so weird. Let’s break them.”

It follows on from ‘The Romance Gap’ film that dropped earlier this month, showing a group of daters highlighting discrepancies in behaviors expected from men/masculine-presenting people and women/feminine-presenting people when dating or in relationships.