OkCupid was taking their brand name to your next degree, enlisting some standout WNW Members to exhibit why it is distinctive from other dating platforms. First, OkCupid triggered Berlin-based WNW Member Jay Daniel Wright to enliven the application with an entire brand new identification, which included a well balanced of whimsical icons. Now, with regards to their very very first marketing campaign, the in-house team that is creative alongside Wieden+Kennedy additionally the duo behind wc paper Magazine. The outcome really are a campaign that is striking repurposes the acronym DTF, stripping it of its hook-up meaning. Right down to bang? Similar to down seriously to finish my novel, turn up the kiln, and base the bill. And certain, perhaps also the f that is original. If you simply take breaks to fight concerning the elected president and concentrate on the chakras.
Below, we interview WNW Members Dana Davis, Designer at OkCupid and Jessica Shriftman, Wieden+Kennedy Art Director. As Dana tells us, « The DTF campaign is just an extension that is great of objective to pay attention to substance and level — and also to reflect 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 absolutely nothing but good items to state about all edges and their metaphorical « balls. » As Jessica tells 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 hills that are“advertising if it is presented for them. 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 with regards to their work that is excellent as with this campaign.
Jessica, would you and copywriter Ian Hart come together for a complete large amount of jobs? exactly exactly What would you like the majority of regarding the joint imaginative procedure and production?
Jessica Shriftman (W+K): Yes! Ian and I also have now been lovers for 2 years don and doff at W+K – they want to switch teams up once in a while. A few of the work we’re many proud to possess developed together (aside from this OkCupid campaign) is Equinox’s Commitment Collection, the Equinox LGBTQAlphabet while 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 associated with space or being in a position to state bad tips to arrive at the nice people is huge – I’m glad we’ve that. I believe we’re nevertheless super passionate about marketing doing good come together – we now haven’t “checked away” yet, because they state – so we’re always researching to simply take so-so briefs and then make them great.
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 amazing agency. We knew we desired their assist in developing the campaign, and so they had been the people whom found us with all the concept of working together with the distinguished duo Maurizio Cattelan and Pierpaolo Ferrari. It was so exciting to do business with all of them because individuals were aimed at 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 character, as well as the whimsy and humor inside their tasks are well-aligned with your brand name sound.
Had been you excited by the “DTF” brief right off the bat? It appears as though the type or types of launchpad that virtually begs you to receive loose and possess fun…
Jessica: The brief for the campaign had been really american mail order brides not DTF at all. It had been super simple: establish an original placement for OkCupid and achieve 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 delivered that resonated through the beginning. DTF had been a word this 1 of our customers Melissa casually dropped within the initial briefing whenever she had been speaking about one particular on other apps. It absolutely was term that has been gluey therefore we straight away wondered exactly how we could twist it.
The thing that was the concept that is key OkCupid’s “DTF” campaign?
Dana: The DTF campaign is a great expansion of okcupid’s mission to spotlight substance and level — and also to mirror straight straight back in the dilemmas and interests that folks worry about.
In the present 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 person to reclaim this is of DTF and then make it theirs. This campaign is really a artistic extension of y our mission: we wish the individuals who notice it to feel empowered by our brand name vow, also to make the opportunity 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 rest room paper Magazine?
Jessica: in all honesty we have nothing but awesome things to say about Maurizio and Pierpaolo with you. They certainly were not just super friendly, these people were incredibly 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 quickly consequently they are really available to attempting recommendations. We went in to the shoot hoping to fully capture 10 tips and now we left with 17. We’ve worked along with other photographers before who’ve been more valuable or had sterner set environments, and this was definitely refreshing and you may look at enjoyable they create on set within their work.
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