OkCupid is using their brand name towards the next degree, enlisting some standout WNW Members to exhibit why it really is not the same as other dating platforms. First, OkCupid triggered Berlin-based WNW Member Jay Daniel Wright to enliven the app with an entire identity that is mail order wife new which included a well balanced of whimsical icons. Now, due to their very very 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 bang? More like down to finish my novel, turn on the kiln, and base the balance. And yes, perhaps additionally the f that is original. So long as you take breaks to fight 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 really a great expansion of okcupidвЂ™s objective to spotlight substance and depth — also to mirror right back from the problems and interests that individuals worry about.” The ensuing campaign is a true, 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 in-house group at OkCupid is composed of rad and nice people (with big balls). Plenty of customers will ask for provocative work then run for the hills that areвЂњadvertising when it is presented in their mind. The okCupid group didnвЂ™t a great deal as blink. with their enormous credit” If you’re DTfind out more, continue reading. And shout-out to WNW customers Rob Engvall and Frank DeRose for his or her work that is excellent as about this campaign.
Jessica, do you realy and copywriter Ian Hart come together for a complete large amount of tasks? just exactly What would you like the majority of regarding the joint innovative 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 choose to switch groups up from time to time. A number of the work weвЂ™re most proud to possess created 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 just paired up at Wieden. Regarding procedure, whenever it comes to brainstorming, being comfortable when you look at the silence of this space or becoming in a position to state bad tips to arrive at the nice people is huge вЂ“ IвЂ™m glad we now have that. I believe we have been nevertheless super passionate about marketing doing good interact 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.
Exactly Exactly How did the bathroom Paper mag creators and W+K team become involved?
that which 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 were the people whom stumbled on us using the concept of working together with the duo that is renowned Cattelan and Pierpaolo Ferrari. It was so exciting to work well with all of them because individuals were aimed at 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, while the whimsy and humor within their tasks are well-aligned with your brand name sound.
Had been you excited by the brief that isвЂњDTF off the bat? It looks like the type or types of launchpad that virtually begs you to receive loose and also have funвЂ¦
Jessica: The brief when it comes to campaign ended up being really perhaps perhaps not DTF at all. It had been super simple: establish an original placement for OkCupid and achieve this in a provocative way. So that it had been a great brief. DTF had been certainly one of a few tips we introduced that resonated through the onset. DTF ended up being a term any particular one of our customers Melissa casually dropped within the initial briefing whenever she had been speaing frankly about one particular on other apps. It absolutely was word which was gluey and now 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 an extension that is great of objective to spotlight substance and level — also to mirror right right straight back in the dilemmas and interests that folks worry about.
In the present governmental and climate that is social we felt a duty and saw a way 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 just a artistic expansion of our objective: we would like the individuals whom view it to feel empowered by our brand name vow, and also to use the possiblity to determine on their own what they need from dating.
The thing that was it like dealing with the OkCupid in-house group and the creators of toilet tissue Magazine?
Jessica: to tell the truth we have nothing but awesome things to say about Maurizio and Pierpaolo with you. These people were not merely super friendly, these people were extremely collaborative, fast, available and, frankly, excited. They made the set a actually fun environment вЂ“ stopping for ridiculous small breaks like tossing the customers on the set and photographing them. They work extremely fast as they are really ready to accept suggestions that are trying. We went to the shoot hoping to capture 10 a few ideas so we left with 17. WeвЂ™ve worked along with other photographers before who’ve been more had or precious sterner set environments, and this was undoubtedly refreshing and you may begin to see the enjoyable they create on set within their work.