Girl power: New Bumble campaign encourages women to make the first move

Social networking app Bumble, which encourages females to make the first move, has recently teamed up with TBWA to release its first NZ brand campaign ‘Good Things Come to Those Who Don’t Wait.’

The lighthearted 60″ spot features a confident Kiwi woman, played by singer and musician Ruby Esther, who knows exactly what she’s after in a man.

Instead of waiting for a partner to approach her, she takes an active approach in meeting her ideal match.

Associate director at Bumble, Lucille McCart says Bumble is all about flipping the typical gender norms on their head and putting women in the drivers seat of their dating lives.

“We are really proud to be launching our first brand campaign in New Zealand with such a strong message about how empowered women can be when they make the first move, through content that is also comedic and fun.”

Thanks to the app, Kiwi women have made the first move over eight million times. In 2020 alone, there were over 48 million messages sent on Bumble across the country, with over six million matches.

TBWA chief creative officer, Shane Bradnick, says the TVC is a fun way to celebrate women making the first move in a way that is bound to make Kiwis smile.

And if there wasn’t enough female power in the air, the production team behind the campaign were also predominately women, including TBWA/NZ art director Emily Osborne and Copywriter Simone Louis.

‘Good Things Come to Those Who Don’t Wait’ is now running across YouTube, TVNZ, OnDemand, Facebook and Instagram.


Bumble: Lucille McCart, Charlotte Fleming 

Agency: TBWANZ

Production company: TBWABOLT

Director: Lula Cucchiara, Curious Films

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