Experience the ‘What Ifs,’ Make the First Move

Research shows that modern daters feel increasingly vulnerable. Putting themselves out there means putting themselves in a vulnerable position.

This copy-led campaign explores the concept of 'what ifs,' as some people may find themselves dwelling on what could have been from the chances they didn’t take, rather than putting themselves out there. The campaign encourages 18 to 29 year olds to take the leap, to be their most authentic selves, and to experience those 'what ifs,' while positioning Bumble as the app daters of diverse identities can count on.

Client: Bumble (D&AD New Blood)