Okcupid Dtf
Ad agency Wieden + Kennedy (New York) were commissioned by dating service OkCupid to create a new campaign. Online dating has created a whole new set of vocabulary for millenials, like “ghosting” (ignoring someone), “nudes” (sending unsolicited naked photos), “catfish” (creating fake profiles) and “DTF” (“down to f*ck”). Using these common problems that online daters experience, the concept focuses on trying to rid the stigma of “hookup sites” and the dehumanisation of modern dating.
May 13, 2019 Despite it all, there’s an app that has decided to change this, and has conformed to the wants and needs of its audience. This app is OkCupid, and with the launch of their latest “DTF Campaign. Feb 15, 2018 Melissa Hobley, OkCupid’s first ever CMO, told Forbes she understands the campaign is edgy, but it’s about reclaiming the phrase ‘DTF’. (OkCupid) “DTF is a provocative phrase.
Jan 10, 2018 Check out 15 provocative images, from artists Maurizio Cattelan and Pierpaolo Ferrari, that redefine DTF. Jan 10, 2018 3 min read. DTFall head over heels? Last week, we announced our campaign to redefine DTF. You see, for way too long, DTF has been used in a derogatory way, thrown around during “locker room. Jan 23, 2018 OkCupid CMO Melissa Hobley recently shared the inspiration behind the campaign: “In the current political and social climate, we felt a responsibility and saw an opportunity to play a part in changing the conversation about dating culture and empowering each individual to reclaim the meaning of DTF and make it theirs.”.
OkCupid’s CMO Melissa Hobley said:
In the current political and social climate, we felt a responsibility and saw an opportunity to play a part in changing the conversation about dating culture and empowering each individual to reclaim the meaning of DTF and make it theirs.
With this as the aim of the campaign, W+K used the phrase “DTF” and turned it into “down to <insert activity or interest here>”, such as “DTFight over the president”, “DTFinish my novel” and “DTFoot the bill”:
Okcupid Dtf
OkCupid’s change in approach towards online dating aims to achieve substance and depth through the app’s new features, as it recently rolled out OkCupid Discovery, which lets users search by passions and interests. Interestingly, one of these is adding a “Trump filter”, which directly correlates with this campaign’s brand voice, particularly with the political references in some of the ads (above).
Okcupid Dtf Girl
The photography for the campaign was shot by artists Maurizio Cattelan and Pierpaolo Ferrari, the creators of Toilet Paper magazine. Cattelan and Ferrari have a unique and recognisable aesthetic, always creating work that is brightly coloured and resembles old-school fashion advertisements. I absolutely love what they have created.
The playful nature of the art direction focuses on the fun and romantic sides of dating, rather than the historically misogynistic and disposable aspects that “DTF” dating apps (like Tinder and Grindr) have adopted. Each colourful ad is illustrated with an image against a flat, bright-hued background, making every image seem like a work of art.
Okcupid Dtf Ad Campaign
The ads will initially be rolled out in New York subways, and will eventually be displayed all over the USA. This is actually OkCupid’s first ever ad campaign which includes bus wraps, coffee sleeves, OOH posters and digital posts. The tagline “dating deserves better” is part of OkCupid’s efforts to market the service as one that can help you find a relationship, not just a hookup.