Dating apps all try to look polished, perfect, and hopeful. Bumble wanted to cut through the clutter with humor and edge, while still making a point: the old idea of love (myths, fate, Cupid with arrows) doesn’t work anymore. Modern love is built differently.

Instead of romance as divine magic, we framed it as a position that had been filled. “Position Closed” became the campaign line, paired with imagery of a washed-up, defeated Cupid stumbling through everyday life — drinking in alleys, eating greasy fast food, wandering through supermarkets. The signal: Bumble has replaced fate with choice.

Photography leaned into gritty realism: grainy textures, harsh lighting, candid compositions. Cupid wasn’t a cherub, but a tragicomic burnout — a dirty toga, cracked halo, and broken arrows scattered around him. Each poster was stamped with the bold yellow copy “Position Closed.” QR codes led directly to the Bumble app, turning satire into sign-ups. The campaign lived as OOH posters, guerrilla placements, and viral social drops designed to shock, amuse, and share.

The campaign became impossible to ignore. It made people laugh, cringe, and stop scrolling. By taking down one of the most sacred icons of love, Bumble positioned itself as the real force of modern matchmaking. When Cupid’s gone, Bumble takes over.

Love isn’t fate. Love is a swipe. Position closed.