The challenge was clear: at a time when dating often felt uncertain and disconnected, Bumble needed to create something more honest and hopeful. For the Love of Love was developed as a campaign designed to re-center real Bumble love.

From the outset, a deliberate design choice introduced black-and-white imagery into the brand identity, stripping away distraction to spotlight what mattered most: real Bumble couples and the genuine love they shared. This approach established a visual language that felt elevated, intimate, and timeless.

In partnership with The Collective You, each couple’s story was captured in the city they called home, establishing a sense of hyperlocal relevance and authenticity.

The campaign came to life through global OOH, immersive moments such as surprise giveaways and gallery dinners, and a digital ecosystem spanning social, web, and in-app. With amplification from press outlets including Adweek and AdAge, the campaign drove meaningful lifts in brand favorability and consideration, signaling a renewed connection to Bumble’s cultural voice and relevance.