OkCupid’s Very First Ad Campaign Is Down Seriously To Concentrate On Significantly More Than Just Hookups

OkCupid was using their brand name into the next degree, enlisting some standout WNW Members to exhibit why it is distinct from other dating platforms. First, OkCupid triggered Berlin-based WNW Member Jay Daniel Wright to enliven the application with an entire brand new identification, which included a stable of whimsical icons. Now, for his or her first advertising, the in-house creative group worked alongside Wieden+Kennedy therefore the duo behind toilet tissue Magazine. The outcome are a campaign that is striking repurposes the acronym DTF, stripping it of their hook-up meaning. Down seriously to bang? Similar to down to complete my novel, turn up the kiln, and foot the bill. And yes, possibly additionally the f that is original. So long as you just just just take breaks to battle concerning the president and concentrate in your chakras.

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

As Dana informs us, “The DTF campaign is a great extension of okcupid’s objective to pay attention to substance and level — and also to mirror straight back regarding the dilemmas and passions that individuals worry about.” The ensuing campaign is a real, collaborative work. And Dana and Jessica have absolutely nothing but good what to state about all edges and their metaphorical “balls.” As Jessica informs us, ” The in-house team at OkCupid is made up of rad and nice humans (with big balls). Lots of customers 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 team didn’t a great deal as blink.” If you’re DTfind out more, continue reading. And shout-out to WNW customers Rob Engvall and Frank DeRose with their work that is excellent as on this campaign.

Jessica, would you and copywriter Ian Hart come together on large amount of tasks? Exactly just What can you similar to regarding your joint innovative procedure and production?

Jessica Shriftman (W+K): Yes! Ian and I also have already been lovers for 2 years on / off at W+K – they want to switch groups up from time to time. A few of the work we’re many proud to possess developed together (aside from this OkCupid campaign) is Equinox’s Commitment Collection, https://brightbrides.net/ the Equinox LGBTQAlphabet plus the Delta Dating Wall. We’ve actually known one another since our BBH days but we only paired up at Wieden. Regarding procedure, whenever it comes to brainstorming, being comfortable into the silence of this space or being in a position to state bad suggestions to reach the great people is huge – I’m glad we now have that. I do believe our company is nevertheless super passionate about marketing doing good come together 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 Just How did the bathroom . Paper mag creators and W+K team become involved?

that which was it about their respective reputations that excited you & OkCupid about bringing them on?

Dana Davis (OkCupid): Wieden + Kennedy is such an amazing agency. We knew we desired their aid in developing the campaign, in addition they had been the people whom stumbled on us with all the notion of using the duo that is renowned Cattelan and Pierpaolo Ferrari. It abthereforelutely was so exciting to work well with all of them because individuals were focused on our objective of conveying the truly amazing areas of dating that every daters deserve. Cattelan and Ferrari’s playful aesthetic also compliments our brand name’s off-beat character, and also the humor and whimsy within their tasks are well-aligned with this brand name vocals.

Were you excited by the “DTF” brief right off the bat? It appears as though the type or form of launchpad that practically begs one to get loose and now have fun…

Jessica: The brief for the campaign ended up being really perhaps not DTF at all. It had been super simple: establish a distinctive positioning for OkCupid and achieve this in a provocative way. So that it had been a great brief. DTF ended up being certainly one of a small number of tips we introduced that resonated through the beginning. DTF had been a term any particular one of our customers Melissa casually dropped within the initial briefing whenever she ended up being referring to some people on other apps. It had been word that has been gluey and then we instantly wondered the way we could twist it.

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

Dana: The DTF campaign is a great expansion of okcupid’s objective to pay attention to substance and level — and also to mirror right straight right back regarding the dilemmas and interests that folks worry about.

In the present governmental and social weather, we felt a duty and saw a way to play a role in changing the discussion about dating tradition, and empowering every individual to reclaim this is of DTF and then make it theirs. This campaign is an artistic expansion of y our mission: we wish the individuals whom notice it to feel empowered by our brand name vow, and to just take the opportunity to determine they want from dating for themselves what.

The thing that was it like working together with the OkCupid in-house group and the creators of rest room paper Magazine?

Jessica: to tell the truth with you, we’ve absolutely nothing but awesome what to state about Maurizio and Pierpaolo. They certainly were not merely super friendly, these were extremely collaborative, fast, available and, honestly, excited. They made the set a actually fun environment – stopping for silly small breaks like tossing the customers on the set and photographing them. They work extremely fast and generally are extremely available to suggestions that are trying. We went in to the shoot looking to fully capture 10 tips so we left with 17. We’ve worked with other photographers before who’ve been more had or precious sterner set environments, and this was undoubtedly refreshing and you may start to see the enjoyable they create on set within their work.