New Blood Entry — 10 Years of Making Boundaries Sexy
Award: Yellow Pencil
Bumble / 2024
10 years ago, women messaging first was revolutionary, but the rest of the conversation hasn't gotten any easier. Sexual boundaries are a way to define what you're comfortable with.
We hope ‘10 years of making boundaries sexy’ will tackle these “awkward” conversations by normalising a range of sexual boundaries. From hand holding to spanking, the copy includes asexual and polyamous boundary examples. No one should feel ashamed when discussing what they will or won't do on a date. Positioning Bumble as an app for confident users who prioritise communication.
What did the judges have to say?
10 Years of Making Boundaries Sexy was an example of how the new generation of creatives can challenge old perspectives about peoples sexuality while making a beautiful copywriting job.
Sabrina Henry, Associate Creative Director, The Juju
Taken from recording - 'We loved the way it pushed beyond taditional ad campagins - Bumble has always been about redefining boundaries, so this feels like a very progressive take to take Bumble to the next decade'
Tim Pashen, Creative Director, Worth your While
Taken from recording - 'It nailed the point of being disruptive and moving to the next chapter. It had a real 'if you know you know' feel and spoke to a number of audiences such as asexual and polymamorous people in a sublte and not tokenistic way. The copy was very thoughtfully written and well-executed across all channels, and it really spoke to an important point that's not spoken about enough, helping people be overt about their boundaries. A beautiful piece of work!
Candi Williams, Content Design Director, Bumble
Taken from recording - 'The idea was thoughtful, very on brief, provactive, and disruptive with beautiful art direction - we loved it!'
Luke Crissel, VP Creative, Bumble
We awarded a yellow pencil to this idea because it challenges the narrative around boundaries by celebrating them: it shows how seriously Bumble takes them while making the theme playful and sexy.
Marine Quéré, Copywriter, Ogilvy Social.Lab