Bumble finds a way for love in lockdown
Female first dating app Bumble, partnered with JCDecaux Australia for the second time this year, to promote love in lockdown. Finding a happy, socially distanced, medium, Bumble used the tag-line 'Your park or mine?' to encourage matches to venture outside in place of the local bar.
Bumble is known for their quick-witted messaging and signature yellow, making their campaigns in the Out of Home space a striking reminder that lockdown was not a reason to end pursuits for love.
The latest campaign, appearing in Melbourne on JCDecaux’s large format screens, signified the versatility of the outdoors in the midst of further restrictions. The campaign’s temporal and spatial reference made it instantly relevant and relatable to both audiences in Melbourne, as well as audiences worldwide living with the COVId-19 pandemic.
Bumble has maintained their advertising presence throughout the year, appearing on JCDecaux signs in the UK in their Dating in 2020 campaign, as well as the Love in Lockdown campaign in Sydney on JCDecaux’s street furniture.