When Dating Met LOCKDOWN

“Get a vibrator and a weighted

blanket for hugs”

Helena Bonham Carter, The Daily Mail

Financial Times

The Challenge

Bumble, the women-first social app, found that 7 in 10 (71%) people felt their dating life had been significantly impacted by the global pandemic. So in December we were challenged to inspire women to raise their dating game.

The platform

We launched a campaign featuring two-time Academy Award nominee and BAFTA winner, Helena Bonham Carter.

The multi-channel campaign, details the highs and lows of dating in lockdown, championing those who have made the effort to date despite the odds. The lead 90” launch film follows one woman’s dating journey in lockdown as she looks back at the hurdles she has faced and overcome. From video dates to socially-distanced walks and the inevitable wee in the park, the campaign celebrates the awkward and funny situations that our audience have lived through..

The response

The campaign drove a conversation across both mainstream and lifestyle media, earning an overwhelmingly positive response. Engagement rates were at record levels and the brand saw positive attribution across all key measures.

“I guess I have to delete Tinder now

- Helena has spoken”

Bumble User


  • 2.9+

    Million views of hero film

  • 97%

    Positive response on YouTube

  • 73

    Articles written