OkCupid was using their brand name to your next level, 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 software with a complete identity that is new which included a reliable of whimsical icons. Now, because of their very very very first marketing campaign, the in-house imaginative group worked alongside Wieden+Kennedy additionally the duo behind rest room paper Magazine. The outcomes really are a striking campaign that repurposes the acronym DTF, stripping it of its hook-up meaning. Right down to screw? Similar to down seriously to finish my novel, turn up the kiln, and base the bill. And certain, possibly additionally the original F too. If you simply simply take breaks to battle in regards to the president while focusing on your own 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 expansion of okcupid’s objective to spotlight substance and level — also to mirror straight right right back in the problems and interests that individuals worry about.” The ensuing campaign is a genuine, collaborative work. And Dana and Jessica have actually 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 humans (with big balls). Plenty of consumers will ask for provocative work and then run when it comes to hills that are“advertising when it’s presented for them. The okCupid group didn’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 because of their work that is excellent as with this campaign.
Jessica, do you really and copywriter Ian Hart come together for great deal of jobs? Just just exactly What can you similar to regarding the joint process that is creative output?
Jessica Shriftman (W+K): Yes! Ian and I also have already been lovers for 2 years on / off at W+K – they want to switch groups up from time to time. A number of the work we’re many proud to possess produced together (apart 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 within the silence for the 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 now haven’t “checked away” yet, while they state – so we’re always researching ways to just take so-so briefs while making them great.
Just Just How did the bathroom Paper mag creators and W+K team become involved?
that which 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, plus they had been the people whom stumbled on us aided by the notion of working together with the duo that is renowned Cattelan and Pierpaolo Ferrari. It had been so exciting to work alongside all of them because individuals were focused on our objective of conveying the fantastic elements of dating that every daters deserve. Cattelan and Ferrari’s playful aesthetic also compliments our brand name’s off-beat character, while the whimsy and humor within their work is well-aligned with your brand name sound.
Had been 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 absolutely was super simple: establish an original placement for OkCupid and do so in a provocative way. Therefore it had been a great brief. DTF was certainly one of a number of some ideas we introduced that resonated through the beginning. DTF ended up being a term that certain of our customers Melissa casually dropped when you look at the briefing that is initial she ended up being dealing with some people on other apps. It had been term that has been gluey and then we instantly wondered the way we could twist it.
That which was the key concept behind OkCupid’s “DTF” campaign?
Dana: The DTF campaign is just an extension that is great of objective to spotlight substance and level — and also to mirror straight right right back in mail order brides the dilemmas and interests that folks worry about.
In the present governmental and social weather, we felt a duty and saw a way to play a part 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 artistic expansion of y our objective: we would like the folks whom view it to feel empowered by our brand name vow, and also to just take the possiblity to determine they want from dating for themselves what.
That which was it like working together with the OkCupid team that is in-house the creators of toilet tissue Magazine?
Jessica: in all honesty to you, we’ve absolutely nothing but awesome items to state about Maurizio and Pierpaolo. These people were not merely super friendly, these were extremely collaborative, fast, available and, honestly, excited. They made the set an atmosphere that is really fun stopping for ridiculous little breaks like tossing the customers on the set and photographing them. They work quickly and therefore are really ready to accept suggestions that are trying. We went to the shoot looking to capture 10 tips and we also left with 17. We’ve worked with other photographers before who’ve been more valuable or had sterner set environments, and this was truly refreshing and you may begin to see the enjoyable they create on set within their work.