OkCupid is taking their brand name towards the next degree, enlisting some standout WNW Members to demonstrate why it 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 new identification, which included a reliable of whimsical icons. Now, with regards to their very first advertising, the in-house imaginative group worked alongside Wieden+Kennedy and also the duo behind toilet tissue Magazine. The outcomes certainly are a striking campaign that repurposes the acronym DTF, stripping it of its hook-up meaning. Right down to bang? Similar to down to complete my novel, turn up the kiln, and base the bill. And yes, perhaps additionally the original F too. So long as you just simply simply take breaks to fight in regards to the president and concentrate 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 an extension that is great of objective to pay attention to substance and level — and also to reflect straight right back from the problems and interests that individuals worry about.” The resulting campaign is a genuine, collaborative work. And Dana and Jessica have actually absolutely nothing but good items to say about all edges and their metaphorical “balls.” As Jessica informs us, ” The team that is in-house OkCupid is composed of rad and nice humans (with big balls). Plenty of consumers will ask for provocative work then run when it comes to вЂњadvertising hillsвЂќ if it is presented in their mind. For their enormous credit, the OkCupid group didnвЂ™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 due to their work that is excellent as with this campaign.
Jessica, can you and copywriter Ian Hart come together for large amount of jobs? Just exactly just What can you like the majority of regarding the joint process that is creative production?
Jessica Shriftman (W+K): Yes! Ian and I also have now been lovers for two years on / off at W+K вЂ“ they prefer to switch groups up from time to time. A number of the work weвЂ™re most proud to possess developed together (aside from this OkCupid campaign) is EquinoxвЂ™s Commitment Collection, the Equinox LGBTQAlphabet as well as the Delta Dating Wall. WeвЂ™ve actually known one another since our BBH times but we just paired up at Wieden. Regarding procedure, when it comes to brainstorming, being comfortable within the silence regarding the space or becoming in a position to state bad tips to get to the good people is huge вЂ“ IвЂ™m glad we’ve that. I believe our company is nevertheless super passionate about advertising and 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.
Just How did the bathroom . Paper mag 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 amazing agency. We knew we desired their aid in developing the campaign, as well as had been the people whom stumbled on us utilizing the concept of dealing with the famous duo Maurizio Cattelan and Pierpaolo Ferrari. It had been so exciting to utilize 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, additionally the whimsy and humor 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 also have funвЂ¦
Jessica: The brief for the campaign ended up being really perhaps not DTF at all. It absolutely was super simple: establish a unique positioning for OkCupid and achieve this in a provocative way. Therefore it had been a great brief. DTF ended up being certainly one of a a small number of a few ideas we provided that resonated through the onset. DTF had been a term that certain of our customers Melissa casually dropped within the briefing that is initial she ended up being speaing frankly about one particular on other apps. It had been an expressed word that has been gluey and we also instantly wondered exactly how we could twist it.
That which was the key concept behind OkCupidвЂ™s вЂњDTFвЂќ campaign?
Dana: The DTF campaign is really an extension that is great of objective to pay attention to substance and level — and also to reflect right straight straight back from the problems and interests that folks worry about.
In the present governmental and social environment, we felt an obligation and saw a chance 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 a visual expansion of y our objective: we would like individuals whom view it to feel empowered by our brand name vow, also to just take the possiblity to determine they want from dating for themselves what.
The thing that was it like using the OkCupid in-house group and the creators of rest room paper Magazine?
Jessica: in all honesty to you, we’ve absolutely nothing but awesome what to state about Maurizio and Pierpaolo. These were not just 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 small breaks like tossing the customers on the set and photographing them. They work very fast and are also really available to attempting recommendations. We went in to the shoot hoping to re capture 10 tips and we also 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 definitely refreshing and you will understand enjoyable they create on set inside their work.