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

OkCupid was using their brand name to your level that is next enlisting some standout WNW Members to show why it is distinctive from other dating platforms. First, OkCupid induced Berlin-based WNW Member Jay Daniel Wright to enliven the software with an entire identity that is new which included a reliable of whimsical icons. Now, for his or her very first advertising, the in-house imaginative group worked alongside Wieden+Kennedy while the duo behind toilet tissue Magazine. The outcomes are really a campaign that is striking repurposes the acronym DTF, stripping it of its hook-up meaning. Right down to bang? Similar to down to complete my novel, turn on the kiln, and foot the bill. And yes, perhaps additionally the f that is original. So long as you just just simply take breaks to fight in regards to the president while focusing on the 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 really an extension that is great of objective to pay attention to substance and level — also to mirror right straight back from the dilemmas and interests that individuals worry about.” The ensuing campaign is a real, collaborative work. And Dana and Jessica have absolutely nothing but good 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 people (with big balls). Plenty of consumers will ask for provocative work and then run for the “advertising hills” when it is presented in their mind. The okCupid team didn’t a great deal as blink. with their enormous credit” If you’re DTfind out more, continue reading. And shout-out to WNW customers Rob Engvall and Frank DeRose with regards to their exemplary act as developers about this campaign.

Jessica, would you and copywriter Ian Hart come together for great deal of jobs? exactly just What can you like the majority of regarding your joint imaginative process and production?

Jessica Shriftman (W+K): Yes! Ian and I also have already been lovers for 2 years don and doff at W+K – they prefer 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, the Equinox LGBTQAlphabet therefore the Delta Dating Wall. We’ve actually known one another since our BBH days but we just paired up at Wieden. Regarding procedure, whenever it comes to brainstorming, being comfortable within the silence associated with the room or becoming in a position to state bad tips to reach the great ones 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 How did the restroom Paper mag creators and W+K team become involved? The thing that was it about their reputations that are respective 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, and so they had been the people whom stumbled on us utilizing the concept of working together with the distinguished duo Maurizio Cattelan and Pierpaolo Ferrari. It absolutely was so exciting to utilize all of them because individuals were focused on our objective of conveying the truly amazing elements of dating that most daters deserve. Cattelan and Ferrari’s playful aesthetic also compliments our brand name’s off-beat character, additionally the humor and whimsy inside their tasks are well-aligned with your brand name vocals.

Had been you excited by the brief that is“DTF off the bat? It appears as though the sort of launchpad that practically begs you to receive loose and also have fun…

Jessica: The brief for the campaign had been really perhaps perhaps not DTF at all. It had been super simple: establish an original placement for OkCupid and achieve this in a manner that is provocative. So that it had been a great brief. DTF ended up being certainly one of a small number of some ideas we provided that resonated through the beginning. DTF had been a term this 1 of y our customers Melissa casually dropped into the briefing that is initial she had been dealing with some people on other apps. It absolutely was an expressed word which was gluey therefore we straight away wondered how exactly we could twist it.

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

Dana: The DTF campaign is just a great extension of okcupid’s objective to pay attention to substance and depth — also to mirror right right back in the dilemmas and interests that folks worry about.

In the present governmental and social weather, we felt find-bride 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 work out it theirs. This campaign is really an artistic expansion of our objective: we wish the individuals whom view it to feel empowered by our brand name vow, also to make the possiblity to determine on their own what they need from dating.

The thing that was it like using the OkCupid team that is in-house the creators of rest room paper Magazine?

Jessica: in all honesty to you, we now have absolutely nothing but awesome items 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 a actually fun environment – stopping for silly little breaks like tossing the customers on the set and photographing them. They work extremely fast and tend to be really available to suggestions that are trying. We went in to the shoot hoping to fully capture 10 a few ideas so we left with 17. We’ve worked along with other photographers before who’ve been more valuable or had sterner set environments, which means this was truly refreshing and you may look at enjoyable they create on set within their work.