In spring 2024, Bumble shifted away from their women-first branding with the message “A Vow of Celibacy is Not the Answer,” but it quickly went viral for the wrong reasons. Within hours of the backlash, we took the initiative to partner with Feeld, the most inclusive dating app out there, to create a campaign that not only clapped back at Bumble but also introduced Celibacy as an actual dating option on their platform. We followed up with an OOH campaign, strategically placing our ads where Bumble’s had been taken down.
