OkCupid was using their brand name towards the next level, 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 software with an entire identity that is new which included a reliable of whimsical icons. Now, due to their first marketing campaign, the in-house team that is creative alongside Wieden+Kennedy together with duo behind rest room paper Magazine. The outcome are really a campaign that is striking repurposes the acronym DTF, stripping it of their hook-up meaning. Down seriously to screw? More like down seriously to finish my novel, turn on the kiln, and base the balance. And yes, possibly additionally the f that is original. If you simply just take breaks to battle in regards to the elected president and concentrate in 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 just an extension that is great of objective to pay attention to substance and level — also to mirror 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 positive 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). A lot of consumers will ask for provocative work then run for the вЂњadvertising hillsвЂќ when it is presented for them. The okCupid group didnвЂ™t a great deal as blink. with their enormous credit » If you’re DTfind out more, keep reading. And shout-out to WNW customers Rob Engvall and Frank DeRose due to their exemplary act as developers with this campaign.
Jessica, would you and copywriter Ian Hart come together for large amount of tasks? just What can you similar to regarding the joint imaginative procedure and production?
Jessica Shriftman (W+K): Yes! Ian and I also have already been lovers for 2 years on / off at W+K вЂ“ they want to switch groups up from time to time. A number of the work weвЂ™re many proud to own produced together (aside from this OkCupid campaign) is EquinoxвЂ™s Commitment Collection, the Equinox LGBTQAlphabet and also the Delta Dating Wall. WeвЂ™ve actually known one another since our BBH times but we only paired up at Wieden buy a bride online. Regarding procedure, whenever it comes to brainstorming, being comfortable into the silence associated with the space or being in a position to state bad suggestions to arrive at the nice people is huge вЂ“ IвЂ™m glad we’ve that. I believe our company is nevertheless super passionate about marketing 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.
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, as well as had been the people whom stumbled on us with all the notion of working together with the duo that is renowned Cattelan and Pierpaolo Ferrari. It had been so exciting to utilize all of them because individuals were focused on our objective of conveying the truly amazing areas of dating that most daters deserve. Cattelan and Ferrari’s playful aesthetic also compliments our brand’s off-beat character, and also the humor and whimsy inside their tasks are well-aligned with your brand name sound.
Had been you excited by the вЂњDTFвЂќ brief right off the bat? it appears as though the type or style of launchpad that practically begs you to definitely get 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 had been a brief that is great. DTF had been certainly one of a small number of some ideas we introduced that resonated through the beginning. DTF had been a term that certain of y our clients Melissa casually dropped within the briefing that is initial she had been referring to one particular on other apps. It had been an expressed term which was gluey so we instantly wondered the way we could twist it.
That which was the concept that is key OkCupidвЂ™s вЂњDTFвЂќ campaign?
Dana: The DTF campaign is really a great extension of okcupidвЂ™s objective to spotlight substance and level — and also to mirror straight back regarding the problems and interests that folks worry about.
In the present governmental and climate that is social 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 artistic expansion of our objective: we wish individuals whom view it to feel empowered by our brand name promise, also to use the possiblity to determine they want from dating for themselves what.
The thing that was it like using the OkCupid team that is in-house the creators of toilet tissue Magazine?
Jessica: to be truthful with you, we now have absolutely nothing but awesome items to state about Maurizio and Pierpaolo. These 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 small breaks like throwing the customers onto the set and photographing them. They work extremely fast and are usually extremely ready to accept suggestions that are trying. We went to the shoot hoping to fully capture 10 some ideas 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 undoubtedly refreshing and you will look at enjoyable they create on set within their work.