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.