OkCupid was using their brand name towards 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 reliable of whimsical icons. Now, because of their very very first marketing campaign, the in-house team that is creative alongside Wieden+Kennedy together with duo behind wc paper Magazine. The outcome are a campaign that is striking repurposes the acronym DTF, stripping it of their hook-up meaning. Right down to bang? Similar to down seriously to finish my novel, turn up the kiln, and base the balance. And certain, possibly additionally the f that is original. If you just just take breaks to fight in regards to 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 just a great expansion of okcupidвЂ™s objective to spotlight substance and level — also to mirror straight right right back in the dilemmas and interests that individuals worry about.” The ensuing campaign is a genuine, collaborative work. And Dana and Jessica have actually absolutely nothing but good what to state about all edges and their metaphorical “balls.” As Jessica informs us, ” The team that is in-house OkCupid is made up of rad and nice people (with big balls). Plenty of consumers will ask for provocative work then run for the вЂњadvertising hillsвЂќ if it is presented for them. With their enormous credit, the OkCupid group didnвЂ™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 due to their exemplary act as developers about this campaign.
Jessica, do you really and copywriter Ian Hart come together on large amount of tasks? Exactly exactly just What would you similar to regarding the joint process that is creative production?
Jessica Shriftman (W+K): Yes! Ian and I also were lovers for 2 years on / off at W+K вЂ“ they want to switch groups up from time to time. A number of the work weвЂ™re many proud to own developed together (aside from this OkCupid campaign) is EquinoxвЂ™s Commitment Collection, the Equinox LGBTQAlphabet while the Delta Dating Wall. WeвЂ™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 when you look at the silence regarding the space or being in a position to say bad tips to reach the great people is huge вЂ“ IвЂ™m glad we’ve that. I do believe we have been nevertheless super passionate about marketing doing good come together as they say вЂ“ so weвЂ™re always looking for ways to take so-so briefs and make them greatвЂ“ we havenвЂ™t вЂњchecked outвЂќ yet.
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 amazing agency. We knew we desired their aid in developing the campaign, in addition they had been the people who found us utilizing the notion of dealing with the duo that is renowned Cattelan and Pierpaolo Ferrari. It abthereforelutely was so exciting to work alongside all of them because individuals were focused on our objective of conveying the fantastic elements of dating that most daters deserve. Cattelan and Ferrari’s playful aesthetic also compliments our brand name’s off-beat character, plus the humor and whimsy inside their tasks are well-aligned with your brand name voice.
Had been you excited by the вЂњDTFвЂќ brief right off the bat? It looks like the type or variety of launchpad that virtually begs one to get loose and also have funвЂ¦
Jessica: The brief for the campaign had been really perhaps perhaps not DTF at all. It had been super simple: establish a distinctive placement for OkCupid and do this in a provocative way. So that it ended up being a brief that is great. DTF had been certainly one of a small number of tips we introduced that resonated mail order bride through the beginning. DTF had been a term this 1 of our customers Melissa casually dropped into the briefing that is initial she had been speaking about one particular on other apps. It had been term that has been gluey so we straight away wondered exactly how we could twist it.
That which was the concept that is key OkCupidвЂ™s вЂњDTFвЂќ 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 back in the problems and interests that folks worry about.
In the present governmental and climate that is social 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 the meaning of DTF and also make it theirs. This campaign is really a visual expansion of our objective: we wish the individuals whom view it to feel empowered by our brand name vow, and also to use the opportunity to determine on their own what they need from dating.
That which was it like dealing with the OkCupid in-house team and the creators of toilet tissue Magazine?
Jessica: to tell the truth we have nothing but awesome things to say about Maurizio and Pierpaolo with you. These were not merely super friendly, these were extremely collaborative, fast, available and, honestly, excited. They made the set a actually fun environment вЂ“ stopping for ridiculous small breaks like tossing the customers on the set and photographing them. They work extremely fast consequently they are extremely available to attempting recommendations. We went in to the shoot looking to fully capture 10 some ideas therefore we left with 17. WeвЂ™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 may start to see the fun they create on set within their work.