A social-first campaign reconnecting a legacy rom-com with a new generation.

With Bridget Jones’s Diary first released 24 years earlier, the challenge was to introduce the character to a Gen Z audience who hadn’t grown up with the franchise, while also showing LADbible Ireland’s ability to engage a strong female audience.

We linked Bridget’s search for love with the realities of modern dating, a theme explored in the new film. Through Instagram polls, our audience shared their views on relationships before we took those insights to the streets, asking the public whether they agreed.

Supported by a swipe-to-watch trailer carousel, the campaign tapped into a wider conversation around dating, reaching almost 300K under-25s and generating over 3K poll responses and 27K engagements, helping introduce Bridget Jones to a new generation ahead of the film’s release.

Creative Direction: Peggy O’Neill
Team: Jonathan Murphy