OkCupid was using their brand name to your next degree, enlisting some standout WNW Members to exhibit why it really is not the same as other dating platforms. First, OkCupid triggered 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, due to their first marketing campaign, the in-house imaginative group worked alongside Wieden+Kennedy together with duo behind wc paper Magazine. The outcome really are a campaign that is striking repurposes the acronym DTF, stripping it of their hook-up meaning. Down seriously to fuck? Similar to down to finish my novel, turn on the kiln, and base the balance. And certain, possibly also the f that is original. If you simply simply simply take breaks to fight concerning the president and concentrate on 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 an extension that is great of objective to spotlight substance and level — also to mirror right right right back regarding the dilemmas and interests that individuals worry about.” The ensuing campaign is a genuine, collaborative work. And Dana and Jessica have absolutely nothing but good items to state about all edges and their metaphorical “balls.” As Jessica informs us, ” The team that is in-house OkCupid is composed of rad and nice people (with big balls). Lots of clients will ask for provocative work and then run when it comes to hills that are“advertising when it is presented in their mind. For their enormous credit, the OkCupid group didn’t a great deal as blink.” If you’re DTfind out more, continue reading. And shout-out to WNW customers Rob Engvall and Frank DeRose for his or her exceptional act as developers with this campaign.
Jessica, can you and copywriter Ian Hart come together on great deal of tasks? exactly What would you like the majority of regarding your joint process that is creative production?
Jessica Shriftman (W+K): Yes! Ian and I also have already been lovers for two 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 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 when you look at the silence of this space or being in a position to state bad suggestions to arrive at the great people is huge – I’m glad we now have that. I believe we have been nevertheless super passionate about marketing doing good come together – we haven’t “checked away” yet, while they state – so we’re always researching ways to simply take so-so briefs and work out them great.
Exactly Just Just 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 assist in developing the campaign, as well as had been the people whom found us aided by the notion of working together with the recognized duo Maurizio Cattelan and Pierpaolo Ferrari. It https://find-a-bride.net/ abthereforelutely was so exciting to work well with them because individuals were focused on our objective of conveying the truly amazing elements of dating that every daters deserve. Cattelan and Ferrari’s playful aesthetic also compliments our brand name’s off-beat character, together with humor and whimsy inside their work is well-aligned with this brand name sound.
Were you excited by the “DTF” brief right off the bat? It appears as though the sort of launchpad that virtually begs you to definitely get loose and now have fun…
Jessica: The brief when it comes to campaign ended up being really perhaps not DTF at all. It had been super simple: establish a distinctive positioning for OkCupid and achieve this in a manner that is provocative. So that it had been a brief that is great. DTF ended up being certainly one of a small number of a few ideas 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 referring to one particular on other apps. It had been an expressed term which was gluey and now we instantly wondered the way we could twist it.
The thing that was the key concept behind OkCupid’s “DTF” campaign?
Dana: The DTF campaign is an extension that is great of objective to spotlight substance and level — and also to mirror right straight back regarding the dilemmas and interests that folks worry about.
In today’s governmental and climate that is social we felt an obligation and saw a way 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 really a artistic expansion of y our objective: we wish the folks who notice it to feel empowered by our brand name vow, also to make the opportunity to determine on their own what they need from dating.
The thing that was it like working together with the OkCupid team that is in-house the creators of rest room paper Magazine?
Jessica: to be truthful we have nothing but awesome things to say about Maurizio and Pierpaolo with you. They certainly were not merely super friendly, these people were extremely collaborative, fast, available and, frankly, excited. They made the set an atmosphere that is really fun stopping for ridiculous little breaks like throwing the customers on the set and photographing them. They work extremely fast and so are extremely available to attempting recommendations. We went to the shoot hoping to fully capture 10 tips so we left with 17. We’ve worked along with other photographers before who’ve been more had or precious sterner set environments, and this was truly refreshing and you may start to see the enjoyable they create on set within their work.