OkCupid’s First Ad Campaign Is Down to Concentrate On A Lot More Than Just Hookups

OkCupid was using their brand name towards the level that is next enlisting some standout WNW Members to demonstrate why it is distinctive from other dating platforms. First, OkCupid induced Berlin-based WNW Member Jay Daniel Wright to enliven the app with an entire new identification, which included a well balanced of whimsical icons. Now, https://bestbrides.org/ for his or her very first advertising, the in-house imaginative group worked alongside Wieden+Kennedy in addition to duo behind rest room paper Magazine. The outcome really are a striking campaign that repurposes the acronym DTF, stripping it of its hook-up meaning. Right down to screw? Similar to down to finish my novel, turn on the kiln, and base the balance. And certain, maybe additionally the f that is original. If you simply simply take breaks to fight concerning the president while focusing in your chakras.

Below, we meeting WNW Members Dana Davis, Designer at OkCupid and Jessica Shriftman, Wieden+Kennedy Art Director.

As Dana tells us, “The DTF campaign is really an extension that is great of objective to focus on substance and depth — and also to mirror straight back regarding the dilemmas and interests that individuals worry about.” The resulting campaign is a real, collaborative work. And Dana and Jessica have absolutely nothing but positive items to state about all edges and their metaphorical “balls.” As Jessica informs us, ” The team that is in-house OkCupid is composed of rad and nice humans (with big balls). Lots of consumers will ask for provocative work then run for the hills that are“advertising if it is presented in their mind. With their enormous credit, the OkCupid group didn’t a great deal as blink.” If you’re DTfind out more, keep reading. And shout-out to WNW customers Rob Engvall and Frank DeRose due to their exemplary act as developers with this campaign.

Jessica, do you really and copywriter Ian Hart interact for a complete great deal of tasks? What do you similar to regarding the joint process that is creative production?

Jessica Shriftman (W+K): Yes! Ian and I also were lovers for a few years don and doff at W+K – they prefer to switch groups up once in a while. A number of the work we’re many proud to own developed together (aside from this OkCupid campaign) is Equinox’s Commitment Collection, the Equinox LGBTQAlphabet therefore the Delta Dating Wall. We’ve actually known one another since our BBH times but we just paired up at Wieden. Regarding procedure, whenever it comes to brainstorming, being comfortable within the silence regarding the space or becoming in a position to state bad tips to arrive at the nice people is huge – I’m glad we’ve that. I do believe our company is still super passionate about marketing doing good interact as they say – so we’re always looking for ways to take so-so briefs and make them great– we haven’t “checked out” yet.

Exactly Just How did the bathroom . Paper magazine creators and W+K team become involved?

the thing that was it about their particular reputations that excited you & OkCupid about bringing them on?

Dana Davis (OkCupid): Wieden + Kennedy is this kind of agency that is amazing. We knew we desired their aid in developing the campaign, in addition they had been the people whom stumbled on us utilizing the concept of dealing with the duo that is renowned Cattelan and Pierpaolo Ferrari. It abthereforelutely was so exciting to work well with all of them because individuals were specialized in our mission of conveying the truly amazing components of dating that most daters deserve. Cattelan and Ferrari’s playful aesthetic also compliments our brand name’s off-beat personality, together with humor and whimsy inside their tasks are well-aligned with this brand name vocals.

Had been you excited by the brief that is“DTF off the bat? It looks like the type or variety of launchpad that practically begs one to get loose and possess fun…

Jessica: The brief for the campaign had been really perhaps not DTF at all. It absolutely was super simple: establish a distinctive positioning for OkCupid and do this in a manner that is provocative. Therefore it had been a great brief. DTF had been certainly one of a small number of a few ideas we provided that resonated through the beginning. DTF had been a term any particular one of our consumers Melissa casually dropped when you look at the initial briefing whenever she had been speaing frankly about some people on other apps. It absolutely was an expressed term that has been gluey so we straight away wondered exactly how we could twist it.

That which was the concept that is key OkCupid’s “DTF” campaign?

Dana: The DTF campaign is really a great extension of okcupid’s objective to pay attention to substance and level — and also to mirror right right straight back in the problems and interests that folks care about.

In today’s governmental and social weather, we felt a duty and saw a chance to play a role in changing the discussion about dating tradition, and empowering every individual to reclaim this is of DTF and work out it theirs. This campaign is really an artistic expansion of our mission: we want the folks whom notice it to feel empowered by our brand name vow, and also to make the possiblity to determine they want from dating for themselves what.

That which was it like dealing with the OkCupid in-house group and the creators of rest room paper Magazine?

Jessica: to be truthful with you, we now have absolutely nothing but awesome what to state about Maurizio and Pierpaolo. They certainly were not merely super friendly, they certainly were extremely collaborative, fast, available and, honestly, excited. They made the set an atmosphere that is really fun stopping for silly small breaks like tossing the customers on the set and photographing them. They work extremely fast and are also extremely ready to accept suggestions that are trying. We went to the shoot hoping to re capture 10 tips and now we left with 17. We’ve worked along with other photographers before who’ve been more had or precious sterner set environments, which means this was truly refreshing and you will begin to see the enjoyable they create on set within their work.

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