OkCupid was using their brand into the next degree, enlisting some standout WNW Members to exhibit why it is distinctive from other dating platforms. First, OkCupid induced Berlin-based WNW Member Jay Daniel Wright to enliven the application with a complete identity that is new which included a well balanced of whimsical icons. Now, due to their very first advertising, the in-house innovative group worked alongside Wieden+Kennedy and also the duo behind toilet tissue Magazine. The outcomes are really a campaign that is striking repurposes the acronym DTF, stripping it of their hook-up meaning. Right down to screw? Similar to down seriously to complete my novel, turn up the kiln, and base the bill. And yes, maybe also the f that is original. So long as you simply just take breaks to battle concerning the elected president while focusing on the 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 really a great extension of okcupidвЂ™s mission to spotlight substance and level — also to mirror straight right back in the problems and passions 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 hills that areвЂњadvertising if it is presented for them. The okCupid group didnвЂ™t a great deal as blink. for their enormous credit” If you’re DTfind out more, continue reading. And shout-out to WNW customers Rob Engvall and Frank DeRose due to their excellent act as developers with this campaign.
Jessica, do you realy and copywriter Ian Hart come together for large amount of tasks? Exactly just What can you similar to regarding the joint process that is creative output?
Jessica Shriftman (W+K): Yes! Ian and I have already been lovers for a couple of years on / off at W+K вЂ“ they want to switch groups up once in a while. A number of the work weвЂ™re many proud to possess created 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 times but we just paired up at Wieden. Regarding procedure, whenever it comes to brainstorming, being comfortable into the silence associated with space or being in a position to state bad suggestions to arrive at the great people is huge вЂ“ IвЂ™m glad we now have that. I do believe we have been nevertheless super passionate about marketing doing good interact вЂ“ we now havenвЂ™t вЂњchecked awayвЂќ yet, while they state вЂ“ so weвЂ™re always researching to just take so-so briefs and then make them great.
Just How did the bathroom 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 agency that is amazing. We knew we desired their assist in developing the campaign, and additionally they had been the people whom found us because of the notion of working together with the famous duo Maurizio Cattelan and Pierpaolo Ferrari. It abthereforelutely was so exciting to work alongside all of them because individuals were focused on our mission 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, and also the humor and whimsy inside their work is well-aligned with your brand name sound.
Had been you excited by the вЂњDTFвЂќ brief right off the bat? it looks like the sort of launchpad that practically begs you to receive loose and possess funвЂ¦
Jessica: The brief for the campaign ended up being really perhaps not DTF at all. It absolutely was super simple: establish an original placement for OkCupid and do this in a provocative way. Therefore it ended up being a brief that is great. DTF ended up being certainly one of a few tips we provided that resonated through the beginning. DTF ended up being a term this 1 of y our consumers Melissa casually dropped when you look at the briefing that is initial she had been discussing one particular on other apps. It had been word that has been gluey and we also instantly wondered how exactly we could twist it.
That which was the concept that is key OkCupidвЂ™s вЂњDTFвЂќ campaign?
Dana: The DTF campaign is a great expansion of okcupidвЂ™s objective to spotlight substance and level — also to mirror right back regarding 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 this is of DTF and also make it theirs. This campaign is just an artistic expansion of our objective: we wish the individuals whom notice it to feel empowered by our brand name vow, also to simply take the chance to determine they want from dating for themselves what.
The thing that was it like working together with the OkCupid team that is in-house the creators of toilet tissue Magazine?
Jessica: to tell the truth to you, we now have absolutely nothing but awesome items to state about Maurizio and Pierpaolo. These were not just super friendly, these were extremely collaborative, fast, available and, honestly, excited. They made the set an atmosphere that is really fun stopping for ridiculous small breaks like tossing the customers on the set and photographing them. They work extremely fast and therefore are extremely ready to accept attempting recommendations. We went in to the shoot looking to re capture 10 a few ideas and then we left with 17. WeвЂ™ve worked along with other photographers before who’ve been more valuable or had sterner set environments, and this was truly refreshing and you may look at enjoyable they create on set inside their work.