Reentry

After a history-making IPO and a year of isolation that redefined human connection, Bumble wanted to position itself as the app to unlock your post-Covid summer of love. This was also a moment to set Bumble apart from competitors and take ownership of great dating experiences that aren’t just about finding your spouse or having a great one night stand.

Our work with Bumble was highly collaborative from the get-go, with multiple creative sessions with Whitney Wolfe Herd and the rest of the global executive leadership team. This collaboration represents how SpecialGuest does its best work—directly with visionary leaders at the helm of great companies.

Bumble asked us to capture the post-Covid reentry moment in a way that felt uniquely them. They’re all about great dates and meaningful connections, which are made up of all the little moments that give us butterflies. During the pandemic, we missed restaurants, concerts, and dance parties; but we missed handholds, light touches, and first makeouts even more. So, we zeroed in on these butterfly moments and treated them on a big, cinematic scale across OOH and video, featuring real couples and an original remix of the iconic CeCe Peniston track, “Finally.” The campaign makes you feel the feels and seek out these experiences for yourself — on Bumble. And it successfully tapped into the zeitgeist of this truly special summer. The week of launch, The New York Times came out with an article that might as well have been press for our campaign: People are making out everywhere. We also built the "Finally" campaign to stretch globally across a range of markets at different stages of beating the pandemic. We were able to do it by honing in on human yearning, tweaking the message for each region, and encouraging vaccination.