From first move to forever
Celebrating ten years of Bumble by turning real matches into real marriages.
For Bumble's 10-year anniversary, we wanted to do more than celebrate the brand. We wanted to celebrate the people who had built relationships on it.We hosted a content to invite couples who met on Bumble to share their stories for the chance to get married (or just renew their vows) during an all-expenses-paid weekend in Las Vegas.
We then transformed one of Vegas' most iconic institutions, the Little White Wedding Chapel, into the Little Yellow Wedding Chapel: a Bumble-branded celebration of the relationships that started with a match.
A BRAND WORLD BUILT FOR "I DO"
The idea extended far beyond turning the chapel yellow.
We created a complete Bumble wedding world across the experience—from the chapel takeover and ceremony environment to florals, cakes, transportation, custom newspapers, photography, content and the smallest guest details.
On June 2, a total of 33 couples from across the U.S. and Canada came together in Las Vegas for back-to-back weddings and vow renewals—turning Bumble's anniversary into a celebration of the community behind the brand.
The experience became both a real-world expression of Bumble's purpose and a content engine built around something advertising can't manufacture: real relationships that began on the product.
FROM EXPERIENCE TO CULTURAL STORY
Rather than telling people that Bumble creates meaningful connections, we let the couples prove it.
Their stories extended the activation beyond Las Vegas through earned media, social storytelling and brand content, which helped turned a one-day experience into a much bigger celebration of what can happen after someone makes the first move.
The work was recognized by Event Marketer with Gold for Best Installation and Silver for Best Before & After.
Creative direction and oversight across campaign, experience and content, working cross-functionally with brand, marketing, events, communications, design, production and external partners.
The whole creative crew:
Executive Creative Director: Luke Crishell
Creative Director: Martin Sanchez
Senior Art Director: Katy Roughton
Copywriters: Georgia Healey, Salwa Rogers
Design Director: James Hannaford
Designers: Misha Hunt, Hanna Norland, Christina Chern
Executive Producer: Allaire Johnson
Production: Cole Collective
Video Lead: Laura Rankin
Editors: John Hughes, Sarah Nouri