Transgender opera signer Liz Bouk, SoulCycle founder Julie Rice and Alyssa Mastromonaco, former White House Deputy Chief of Staff under the Obama administration, are among the New Yorkers discussing their lives and loves in a new campaign from women-first dating app Bumble.
The effort, created in-house by Bumble, with Noble People working on creative media strategy, includes a docuseries, outdoor ads and an experiential campaign, with the hashtag #FindThemOnBumble. It was created after Bumble spent the past year connecting with real users in NYC to learn their personal stories.
Bouk, seen here, appears in a heartfelt interview discussing how he will continue as a female opera singer while transitioning to become a man and how he now feels much more comfortable in his own body. Another piece of content features Noah Neiman, founder of Rumble Boxing, revealing how he found his calling in New York as a personal trainer after battling his "self-loathing."
Portraits and images of 112 New Yorkers will be featured on over 500 outdoor placements, NY subway station takeovers, storefronts, illuminated double decker buses, and a half-million custom placements on coffee sleeves, pizza boxes, and New York Post newspaper wraps. In a clever outdoor twist, the #FindThemOnBumble billboards and other outdoor installations have been hyper-localized and strategically placed in the neighborhoods in which the subjects live, work and play.
There will also be an Instagram element with a carousel of the most inspiring users with profile pics and bio just as they would appear in app, along with Instagram Stories featuring people from the docuseries. The campaign also has a dedicated "Find Them on Bumble" site.
“We have the most vibrant community of users in the world, and we wanted to do something special to celebrate their authentic and inspiring stories,” said CEO and founder of Bumble, Whitney Wolfe Herd, in a statement. “This collection of personal and vulnerable vignettes from real users captures the very essence of what Bumble is all about: honoring those that share our mission and values of kindness, accountability, empowerment and equality.”
She added that the campaign would roll out to cities all over the world.