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Feeld | Celibacy Filter

In the spring of 2024, Bumble pivoted away from their women-first brand telling users “A Vow of Celibacy is Not the Answer”, going viral for all the wrong reasons.

Just hours after the backlash, we proactively approached Feeld, the most inclusive dating app in the world, to create a campaign that not only responded to Bumble but also introduced Celibacy as a genuine dating feature on their platform. We then launched an OOH campaign, strategically placing our ads over Bumble’s removed ones.

Our campaign didn’t just get covered, it also showed up in several broader cultural conversations on Cosmo, Glamour, The Independent and more.

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AdAge | Hypebae | Cosmopolitan | The Independent | Mashable |
| Morning Brew | Glamour | Yahoo |

Agency: Mojo Supermarket
CC: Hailey Lawrence, Sandra Jurado, Joe Meier, Qendrim Hoti, Brad Jones, Mo Said, Claire Manganiello