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

OkCupid was using their brand name to your next level, enlisting some standout WNW Members to exhibit why it is distinctive from other dating platforms. First, OkCupid induced Berlin-based WNW Member Jay Daniel Wright to enliven the application with an entire identity that is new which included a reliable of whimsical icons. Now, with their very very very first marketing campaign, the in-house innovative group worked alongside Wieden+Kennedy therefore the duo behind wc paper Magazine. The outcomes really are a campaign that is striking repurposes the acronym DTF, stripping it of its hook-up meaning. Down seriously to bang? Similar to down seriously to finish my novel, turn up the kiln, and base the balance. And certain, perhaps additionally the original F too. So long as you simply just just take breaks to fight in regards to the president and concentrate 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 just a great expansion of okcupid’s objective to pay attention to substance and level — and also to mirror straight straight right back from the problems and interests that individuals worry about.” The ensuing campaign is a real, collaborative effort. And Dana and Jessica have actually absolutely nothing but good what to say about all edges and their metaphorical “balls.” As Jessica informs us, ” The in-house group at OkCupid is made up of rad and nice humans (with big balls). Plenty of customers will ask for provocative work then run for the “advertising hills” when it is presented in their mind. The okCupid group didn’t so much as blink. for their enormous credit” 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 about this campaign.

Jessica, do you really and copywriter Ian Hart interact for large amount of tasks? Just exactly What can you similar to regarding the joint process that is creative output?

Jessica Shriftman (W+K): Yes! Ian and I also have now been lovers for a few years on / off at W+K – they choose to switch teams up once in a while. A few of the work we’re many proud to own produced 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 into the silence associated with space or becoming in a position to state bad tips to reach the nice people is huge – I’m glad we’ve that. I believe our company is nevertheless super passionate about marketing doing good interact – we now haven’t “checked away” yet, because they state – so we’re always researching to just take so-so briefs and work out them great.

Exactly Just Exactly How did the Toilet 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 found us with all the concept of dealing with the recognized duo Maurizio Cattelan and Pierpaolo Ferrari. It had been so exciting to work well with them because individuals were focused on our objective of conveying the truly amazing areas of dating that most daters deserve. Cattelan and Ferrari’s playful aesthetic also compliments our brand name’s off-beat character, while the humor and whimsy within their tasks are well-aligned with your brand name sound.

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

Jessica: The brief for the campaign had been actually perhaps perhaps not DTF at all. It absolutely was super simple: establish a distinctive placement for OkCupid and do this in a provocative way. So that it had been a great brief. DTF had been certainly one of a few a few ideas we introduced that resonated through the beginning. DTF had been a term this 1 of y our consumers Melissa casually dropped when you look at the briefing that is initial she ended up being referring to some people on other apps. It had been an expressed word that has been gluey and now 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 an extension that is great of objective to pay attention to substance and level — also to mirror right straight back in the dilemmas and interests that people worry about.

In the present political 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 person to reclaim this is of DTF and then make it theirs. This campaign is really an artistic expansion of y our objective: we wish the folks whom notice it to feel empowered by our brand name vow, also to use the opportunity to determine they want from dating for themselves what.

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

Jessica: in all honesty we have nothing but awesome things to say about Maurizio and Pierpaolo with you. These were not just super friendly, these were extremely collaborative, fast, available and, honestly, https://mail-order-bride.org/ excited. They made the set a actually fun environment – stopping for ridiculous small breaks like tossing the customers onto the set and photographing them. They work extremely fast and they are really ready to accept suggestions that are trying. We went in to the shoot hoping to fully capture 10 tips and then 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 start to see the enjoyable they create on set within their work.