A video campaign commissioned by Bumble has been selected as a finalist in the Best of Advertising category of The Drum Awards. The awards recognise outstanding marketing efforts from across the globe.
The campaign features 3 short video clips which each highlight a different aspect of Bumble’s trust & safety protections. These include the ability to unmatch with rude users, to have intimate pictures blurred out upon receiving them, and the optional snooze mode.
Despite focusing on trust & safety, the adverts are all sports-themed and are part of a series called ‘The New Rules of the Game’.
You can watch the entry video here:
You can watch the campaign videos themselves here:
The Drum Awards have selected this campaign as a finalist in their Best of Advertising category. The summary of the campaign and its mission is as follows:
“Dating should be fun. But for women, it can feel like a competitive sport where they’re always playing defense. Problematic behavior is way too pervasive on dating apps, so Bumble did something about it by putting trust and safety at the forefront of their company, from brand values to proprietary in-app tools.”
“This campaign highlighted all the ways Bumble helps create a space where dating is safe and fun. Rooted in strategic insight and executed through breakthrough creative and activations, we struck a delicate balance between highlighting real issues and app features without losing a playful, approachable voice.”
The Drum Awards are “global competitions taking a closer look at the best practice, the best companies and the best people in the marketing and advertising industry”. The winners of the awards will be announced at the Live Awards Show on Thursday, June 8th 2023.