When Dating Met 2020

Brooklyn Brothers and Bumble launch film with Helena Bonham Carter to champion the effort of pandemic daters.

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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” 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.

Campaign Credits

The Brooklyn Brothers

Make It Up

George Bryant – Founding Partner & CCO

C ali Oliver - Creative Director

Charlotte Adorjan- Writer

Hannah Drury - Senior Creative

Will Sansom - Joint Head of Strategy

Make It Happen

Georgia Dixon - Senior Account Director

Jillian Reedy - Managing Director

Sasha Mantel – Producer

CAVIAR (Production Company)

Director – Cloé Bailly

Producer – Polly Du Plessis

EP – Sorcha Sheperd

Dop - Olan Collardy

Stitch (Editors)

Editor – Flaura Atkinson

Radford Music (Music Company)

Music Supervisor - James Radford.

Cheat (Grade)

Colourist - Toby Tomkins

No.8 (Post production)

The Brooklyn Brothers

We’re an earned-first advertising agency helping brands to Rise Above The Noise and earn a place in culture. From the outset, we built an agency capable of answering the needs of future-facing clients - those who demand big brand ideas without the heavy overheads of complex structures, multiple departments or the reliance on solely paid media. And we love to partner with ambitious marketers, who like us, believe that in today’s opt-out culture attention can no longer be bought, it must be earned first. We always strive to create big brand ideas that truly matter, the ones that will ‘Rise Above the Noise’ of culture, rise above the conventions of category and rise above the constructs and constraints of ‘traditional’ advertising. Because we believe that these are the ideas that earn their place in consumers lives and drives business outcomes for brands. We’ve combined the best of traditional ad agencies and the creativity of the entertainment industry with the distribution nous of a modern publisher to do this very thing. It’s how we create ideas that people & the media will want to talk about and share. We call it earned 1st, but to put it simply, it’s advertising that’s so good, it doesn’t feel like advertising. The Brooklyn Brothers strives to find new, different and effective ways of doing this for global brands such as Land Rover, Jaguar, NBC, Castrol, Lancôme, MINI, Financial Times, WaterWipes, American Express, First Direct and Photobox.