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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. 

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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". 

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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. 

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We created 18 short videos and an assortment of stills to be used by Bumble globally. 

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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. 

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FEMALES: 

Producers: Tijana Tamburic + Franzi Klein

Assistant Producer: Bel Merid 

Director: Sophie Russell

Stylist: Aven McMahon

Makeup Artist: Lucinda Worth 

Featured woman: Jada Sezer

CLIENT: BUMBLE  

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PRODUCT: Bumble x Happy Not Perfect: No Such Thing as Failure 

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FORMAT: Film + Stills  

 

DATE: World Mental Health Day, 10th October, 2018 

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CATEGORY: Tech  

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