Creative in association withGear Seven

Helena Bonham Carter Details the Highs and Lows of 2020 Dating for Bumble

Advertising Agency
London, UK
Bumble and The Brooklyn Brothers champion the efforts of pandemic dating for latest campaign

Bumble, the women-first social app, has today launched a campaign featuring two-time Academy Award nominee and BAFTA winner, Helena Bonham Carter. The film, titled 'When Dating Met 2020' details the highs and lows of dating in 2020, championing those who have made an effort to date this year. 

Recent research from the popular app, found that 7 in 10 (71%) people on Bumble feel that their dating life has been significantly impacted in 2020. For those that were dating, only half (49%) were even confident about how to date this year. 

The 90 second launch film follows one woman’s dating journey in 2020 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 film celebrates the awkward and funny situations that have made her stronger.

We’re guided through the spot by narrator Helena Bonham Carter, best known for her roles in The King’s Speech, Harry Potter and Fight Club – and currently starring in Netflix series, The Crown. In her omniscient role, she acknowledges the humorous challenges, siding with our protagonist against the family pressures and the personal pressure many women feel to achieve dating success before the year is out. 

With 1 in 10 (11%) of people on Bumble saying there is a lot of pressure from family and friends to be in a relationship this time of year, Helena Bonham Carter is the fairy godmother we all wish we had. 

“When Dating met 2020” was produced in collaboration with earned-first creative advertising agency, The Brooklyn Brothers. The film was made with production company Caviar and French director Cloe Bailly, who previously won Gold at Cannes YDA. Chloe is known for her unique and recognisable comedy style, capturing real life moments with authenticity and a sense of irony. 

Naomi Walkland, Bumble’s director of marketing for EMEA said: “2020 turned dating upside down and we admire the creativity with which people have been connecting on Bumble over the last year. This campaign celebrates the imperfect moments and the many ways single people have learnt to navigate a new world of dating, both virtually and in real life. As we wrap up the year, this is a reminder that we’ve all done our best and it’s not too late to make a first move.” 

Cali Oliver, creative director at The Brooklyn Brothers said: “We wanted to make an insightful film that speaks to young women during this crazy year that’s been extra hard on singles. By showing the reality of the situation and laughing at some of the hurdles they’ve had to face, we hope to take off some of the pressures that singles might feel to be ‘coupled up’ at this time of year and leave them feeling optimistic about the ‘new normal’ for dating.” 

The digital campaign goes live on YouTube, Facebook, and Instagram from the 8th of December in the UK & Ireland.  

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