Lumen

Lumen was a dating app aimed at over 50s. Within a year after its launch, Lumen reached over 1.2m downloads and was operating in six markets.

Lumen is now part of Bumble.

We launched an OOH Christmas campaign in line with Lumen’s UK launch. Our goal was to get Lumen front of mind during December, just before the busiest period in online dating: The New Year.

Being December, we focussed on a very special over 50s icon…Santa.

The ad got banned by TfL for being too sexy, which sparked uproar on social media and made the campaign go viral. Lumen was featured on Good Morning Britain and in all major UK newspapers in print and online.

Downloads increased by 129% and MoM revenue increased by 137%.

Concept & Casting Lumen and Third City

Styling & Set Design Liesa Miller

Photographer Rob Greig

Model Paul Orchard