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

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

OkCupid was using their brand into the next level, enlisting some standout WNW Members to demonstrate why it is not the same as other dating platforms. First, OkCupid induced Berlin-based WNW Member Jay Daniel Wright to enliven the software with a complete identity that is new which included a reliable of whimsical icons. Now, for his or her very very first marketing campaign, the in-house team that is creative alongside Wieden+Kennedy together with duo behind rest room paper Magazine. The outcomes certainly are a striking campaign that repurposes the acronym DTF, stripping it of their hook-up meaning. Down seriously to bang? Similar to down to finish my novel, turn on the kiln, and base the balance. And certain, perhaps additionally the original F too. If you just take breaks to battle concerning the elected 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 — also to mirror straight right back in the problems and interests that people worry about.” The ensuing campaign is a genuine, collaborative effort. And Dana and Jessica have absolutely nothing but good items to state about all edges and their metaphorical “balls.” As Jessica informs us, ” The in-house group at OkCupid is composed of rad and nice human beings (with big balls). Plenty of customers will ask for provocative work then run for the “advertising hills” when it is presented for them. With their immense 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 for his or her work that is excellent as about this campaign.

Jessica, would you and copywriter Ian Hart interact for large amount of jobs? just just What can you similar to regarding your joint process that is creative production?

Jessica Shriftman (W+K): Yes! Ian and I also have now been lovers for two years on / off at W+K – they choose to switch groups up from time to time. A number of the work we’re many proud to own produced together (aside from this OkCupid campaign) is Equinox’s Commitment Collection, the Equinox LGBTQAlphabet together with 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 regarding the space or being in a position to state bad tips to reach the nice people is huge – I’m glad we’ve that. I do believe our company is nevertheless super passionate about advertising and 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.

Just Just Just How did the restroom Paper mag creators and W+K team become involved? That which 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 assist in developing the campaign, as well as had been the people whom stumbled on us with all the concept of dealing with the duo that is renowned Cattelan and Pierpaolo Ferrari. It absolutely was so exciting to work alongside all of them because individuals were focused on our objective of conveying the fantastic elements of dating that buy a bride online most daters deserve. Cattelan and Ferrari’s playful aesthetic also compliments our brand name’s off-beat character, in addition to whimsy and humor inside 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 type or types of launchpad that virtually begs one to get loose and also have fun…

Jessica: The brief for the campaign had been really perhaps not DTF at all. It absolutely was 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 tips we introduced that resonated through the beginning. DTF had been a term this 1 of y our consumers Melissa casually dropped into the initial briefing whenever she had been speaing frankly about some people on other apps. It had been an expressed word which was gluey and now we straight away wondered exactly how we could twist it.

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

Dana: The DTF campaign is just an extension that is great of objective to pay attention to substance and level — and also to mirror right right straight back from the problems and interests that folks worry about.

In the present governmental and climate that is social we felt an obligation 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 just an artistic expansion of y our objective: we would like the folks whom view it to feel empowered by our brand name vow, also to just take the possiblity to determine they want from dating for themselves what.

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

Jessica: to be truthful with you, we’ve absolutely nothing but awesome what to state about Maurizio and Pierpaolo. These people 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 small breaks like tossing the customers on the set and photographing them. They work extremely fast and are usually really available to attempting recommendations. We went in to the shoot looking to fully capture 10 some ideas so 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 undoubtedly refreshing and you will look at enjoyable they create on set within their work.