The Free ShantiPedia
The Free ShantiPedia
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 Celibacy Tag 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.
Since launching just a few months ago, Feeld’s Celibacy Tag has garnered over 2.3 million likes and has been used over 113,000 times, proving that celibacy is a dating preference people actively want to explore.
| AdAge | Hypebae | Cosmopolitan | The Independent | Mashable |
| Morning Brew | Glamour | Yahoo |
| 2025 Webbys Nominee 2x - Real Time Response |
Agency: Mojo Supermarket
CC: Hailey Lawrence, Sandra Jurado, Joe Meier, Qendrim Hoti, Brad Jones, Mo Said, Claire Manganiello
