BUMBLE: #beemindFULL
BRIEF:
Bumble wanted to launch their collaboration with mindfulness app Happy Not Perfect in a meaningful way on World Mental Health Day that showed how much they care of the mental wellbeing of all their 40 million users and beyond.
​
NARRATIVE:
We created a campaign called #beemindFULL and interviewed 8 inspirational women about their personal failures with the aim to re-define the word "failure".
​
We chose women from different disciplines and walks of life, all of them looked at as 'success stories'. We wanted to shed a light on their challenges and moments of adversity to show that we all go through ups and downs and that we wouldn't be who we are today without them.
​
We created 18 short videos and an assortment of stills to be used by Bumble globally.
​
On WMHD itself we started the hashtag #beemindFULL and asked others to join us in virtual solidarity by sharing their new word for failure. The tag received over 80 posts.
​
FEMALES:
Producers: Tijana Tamburic + Franzi Klein
Assistant Producer: Bel Merid
Director: Sophie Russell
Stylist: Aven McMahon
Makeup Artist: Lucinda Worth
Featured woman: Jada Sezer