‘Girls will be girls’: Bumble’s new campaign for summer romance

Dating app Bumble is celebrating female empowerment in its summer campaign based on its key characteristic of women making the first move.

Bumble associate director of PR and communications, Lucille McCart, said the idea for the campaign came from the idea of what the phrase ‘girls will be girls’ would look like.

“The idea for this campaign came from a conversation around why the freedom that comes with the saying ‘boys will be boys’ is rarely given to women,” she said.

“This led to us asking the question, what would ‘girls will be girls’ look like? The idea of the campaign is to remind our audience that women can do whatever they like, starting with making the first move. On top of that, the mood and energy of the campaign also serves to remind us that dating is meant to be fun as we head into summer.”

Recent research from Bumble has found that over 20% of people on the platform are recently single, following breakups that occurred in the peak of the pandemic due to the inability to see a partner. 72% of respondents said 2020 had significantly disrupted their dating lives, and 86% want to date people in person rather than virtually. The campaign comes in response to that research, encouraging women to get out over summer and meet new people.

The campaign was created by TBWA Melbourne, and shot by Courtney Brookes at Eight. 63% of the crew on the shoot was female.

Brookes said: “I’m so grateful to Bumble and TBWA Melbourne for recognising the importance of authenticity and the lived experience of women – especially the not-so-glam moments – and creating the space for these films to be made by talented women. My badass female driven crew added so much depth to the project.”

The campaign will run across YouTube, catch up TV, Facebook, TikTok and Instagram, supported by Havas Melbourne.


Bumble: Lucille McCart, Charlotte Fleming
Agency: TBWA Melbourne
Director: Courtney Brookes
Executive Producer: Lib Kelly


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