"When Summer Gets Messy"
Bumble wanted to show its Australian audience how to 'Own it', even if it’s a little messy...
Bumble Australia needed a summer campaign that tapped into the culture, humour and the realities of dating during the hotter months. At Untold Fable, we know the key to true cultural relevance is working with talent, crew and voices that are authentic to the market. Our strategy centred on capturing the contrast between the expectation of a perfect summer and the often humbling reality of dating, while empowering audiences with Bumble’s message: you can still own your summer.
We produced Bumble Australia’s latest summer series, filmed entirely in Sydney with local cast, talent and crew to ensure authenticity across social platforms and OOH placements nationwide. The result is a culturally resonant campaign that reflects the real energy of an Australian summer: playful, honest and unmistakably Bumble.
We commissioned local Aussie director, Yasmin Suteja, from our global talent network for this project due to her skill for capturing authentic moments and eye for casting. Yasmin captured a montage of vignettes, with a cheeky and uplifting tone showing that dating in summer can be weird yet wonderful. Yasmin began her career as a photographer, which lead her to directing accompanying motion for fashion and lifestyle campaigns, which clearly made her the ideal person for the brief.
