Bumble

For a decade, Bumble daters everywhere have put themselves out there, courageously making the first move and finding love that lasts.
But in 2024, singles were hungry for new ways to think about dating on the apps. 
We set out to help them thrive in 2025 with actionable dating strategies and earnest advice from the people most qualified to offer it: 
Bumble’s real users.

Our concept:
NEW YEAR, NEW RULES

An invigorating storytelling campaign, positioning Bumble is a catalyst for modern dating through fresh perspectives and authentic advice that empowers all daters to redefine connection on their own terms.

To support this platform, we tapped Bumble’s 2025 dating trends report, which surveyed more than 40,000 Gen Z and Millennial users about their dating lives. We sought to make a big splash on “Dating Sunday,” the first Sunday of the year and the biggest day for dating app downloads. I pulled the most compelling insights from the report and introduced readers to the trends in a two-page Sunday Times spread, designed by our team. To resonate with the playfulness and gaming habits of our audience, we also developed interstitial ads in Wordle that feature trends and supporting quotes from Bumble community influencers.