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Launching Bumble’s ‘We Have Mutuals’ in Brazil Through Tastemaker-Led Singles Events and Neighbourhood Takeovers.

What began as a brief to design three Singles Events grew into a more ambitious, strategy-led approach. Beyond event production, we developed a full IRL programme combining venue takeovers, localised creative, and influencer-hosted, invite-only Singles Nights designed to bring We Have Mutuals to life in Brazil.

Partnering with Botanikafé’s Jardins and Pinheiros locations, we built Bumble into the fabric of each neighbourhood through light-touch, elevated branding and designed three distinct events – a supper club, a games night, and a party. Each hosted by influencers we vetted, sourced, and aligned to Bumble’s new premium positioning. These hosts shaped the tone of each night, drove credibility, and attracted audiences that naturally fit São Paulo’s modern dating culture.

Objective.

The objective was to develop the strategy, design, and production for three Singles Events in São Paulo as part of launching Bumble’s We Have Mutuals series in Brazil. Each event needed to foster real, relaxed, intentional connections while introducing Bumble’s new premium positioning. By pairing tastemaker-led, invite-only moments with subtle venue takeovers, the goal was to build cultural relevance and embed Bumble within the city’s modern dating scene.

 

 

 

 

Objective.
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Venue takeover.

The creative approach centred on evolving Bumble’s Singles Nights into a premium, culturally rooted IRL programme by creating a two week long takeover of two Botanikafé venues and three distinct event experiences: a supper club, a games night, and a party. Working with the existing character of the Jardins and Pinheiros locations, we built Bumble’s presence into each space through elevated, light-touch interventions — subtle yellow accents, co-branded awnings, curated florals, mirror decals, custom local artwork, candles, and tactile table details that felt native to each neighbourhood. As part of the full build, we created all branded touchpoints, from bespoke menus and napkins to poster walls and table moments, giving each event a cohesive, premium Bumble signature.

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Exclusive events.

Guided by the ‘We Have Mutuals’ ethos, we styled each night to suit its tone: an intimate supper club designed for deeper conversation, a playful games night built around interaction, and an energetic party anchored by DJ sets and social-first experiences. Across all three, the creative idea remained consistent: embed Bumble authentically into São Paulo’s social fabric by crafting environments and experiences that looked, felt, and behaved like the city’s own dating culture: elevated, effortless, and grounded in genuine connection.

Results.

The Result.

The combined takeover and event series successfully launched We Have Mutuals in Brazil, strengthened by curated influencer partnerships that elevated reach, credibility, and attendance quality. The three influencer-hosted Singles Nights delivered strong organic content, positive sentiment, and high engagement, while the subtle venue integrations helped embed Bumble into São Paulo’s cultural and social landscape. The activation reinforced Bumble’s new premium positioning, drawing tastemakers and culturally relevant audiences across all three nights, and establishing a scalable IRL model supported by an influencer strategy that can be replicated across future markets.

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