OkCupid was taking their brand name to your level that is next enlisting some standout WNW Members to exhibit why it really is distinctive from other dating platforms. First, OkCupid induced Berlin-based WNW Member Jay Daniel Wright to enliven the application with a complete brand new identification, which included a well balanced of whimsical icons. Now, with their very very first marketing campaign, the in-house team that is creative alongside Wieden+Kennedy together with duo behind toilet tissue Magazine. The outcomes certainly are a campaign that is striking repurposes the acronym DTF, stripping it of their hook-up meaning. Down seriously to bang? More like 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 take breaks to battle in regards to the president while focusing on your own chakras.
Below, we interview WNW Members Dana Davis, Designer at OkCupid and Jessica Shriftman, Wieden+Kennedy Art Director. As Dana informs us, “The DTF campaign is really a foreign brides great expansion of okcupid’s objective to pay attention to substance and level — and also to mirror right straight straight back from the dilemmas and interests that individuals worry about.” The resulting campaign is a real, collaborative work. And Dana and Jessica have actually absolutely nothing but good items to state about all sides and their metaphorical “balls.” As Jessica informs us, ” The team that is in-house OkCupid is made up of rad and nice humans (with big balls). Lots of customers will ask for provocative work then run when it comes to hills that are“advertising when it is presented for them. With their immense credit, the OkCupid team 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 because of their exemplary act as developers with this campaign.
Jessica, can you and copywriter Ian Hart interact for large amount of tasks? Just just just What can you like the majority of about your joint innovative procedure and production?
Jessica Shriftman (W+K): Yes! Ian and I also were lovers for 2 years don and doff at W+K – they prefer to switch groups up once in a while. 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 in addition to Delta Dating Wall. We’ve actually known one another since our BBH times but we only paired up at Wieden. Regarding procedure, whenever it comes to brainstorming, being comfortable into the silence for the space or becoming in a position to state bad tips to arrive at the nice people is huge – I’m glad we’ve that. I 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.
Exactly Just Just How did the bathroom . Paper magazine creators and W+K team become involved? The thing that was it about their particular reputations that excited you & OkCupid about bringing them on?
Dana Davis (OkCupid): Wieden + Kennedy is this kind of agency that is amazing. We knew we wanted their assist in developing the campaign, plus they were the people whom stumbled on us with all the concept of dealing with the famous duo Maurizio Cattelan and Pierpaolo Ferrari. It abthereforelutely was so exciting to utilize all of them because individuals were focused on our objective of conveying the fantastic areas of dating that most daters deserve. Cattelan and Ferrari’s playful aesthetic also compliments our brand name’s off-beat personality, while the humor and whimsy inside their work is well-aligned with your brand name vocals.
Had been you excited by the “DTF” brief right off the bat? It looks like the type or variety of launchpad that virtually begs you to receive loose and also have fun…
Jessica: The brief for the campaign ended up being really perhaps 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 brief that is great. DTF had been one of a a small number of some ideas we offered that resonated through the beginning. DTF had been a term any particular one of y our consumers Melissa casually dropped within the initial briefing whenever she ended up being referring to some people on other apps. It absolutely was an expressed term which was sticky so we straight away wondered the way we could twist it.
That which was the key concept behind OkCupid’s “DTF” campaign?
Dana: The DTF campaign is a great expansion of okcupid’s objective to pay attention to substance and level — also to mirror straight right back regarding the problems and interests that folks worry about.
In today’s governmental and social environment, we felt a duty and saw a chance to play a role in changing the discussion about dating culture, and empowering every person to reclaim this is of DTF and also make it theirs. This campaign is really a visual expansion of our objective: we would like the individuals whom view it to feel empowered by our brand name promise, also to make the opportunity to determine on their own whatever they want from dating.
That which was it like dealing with the OkCupid team that is in-house 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 people were not merely super friendly, these were extremely collaborative, fast, available and, honestly, excited. They made the set a actually fun environment – stopping for ridiculous small breaks like tossing the customers on the set and photographing them. They work extremely fast and therefore are really ready to accept suggestions that are trying. We went to the shoot looking to re capture 10 some ideas and we also left with 17. We’ve worked along with other photographers before who’ve been more precious or had sterner set environments, which means this was undoubtedly refreshing and you will look at enjoyable they create on set inside their work.