OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads

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OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Fall Head Over Heels

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Fire UP The Kiln

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Furiously Make Out

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Farmers Market

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Four Twenty

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Finish My Novel

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Footbal VS Futbol

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Fight About The President

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Filter Out The Far Right

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Fly The Red Eye

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Focus On My Chakras

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Feel Fabulous

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Forget Our Baggage

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Foot The Bill

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Floss Together

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Fifty-five hour binge

OKCupid Attempts to Redefine ‘DTF’ In Clever New Marketing Ads
DT Fall Head Over Heels

The creators at Toilet Paper Magazine teamed up with OKCupid to create these cheeky and somehow beautiful ads that attempt to redefine the term “DTF”. Usually heavy with negative connotation, OKCupids goals is to take the definition back.

As Adweek states:

The campaign marks the latest attack on dating culture, which has come to seem dehumanized in the binary, swipe-left-or-right age of Tinder. (Other dating apps, including Hinge, have also based recent ads around fostering deeper connections between users.)

OkCupid CMO Melissa Hobley tells AdFreak that the new campaign signals the brand’s commitment to being focused on substance and depth, while also reflecting the issues and passions that people care about.

“In the current political and social climate, we felt a responsibility and saw an opportunity to play a part in changing the conversation about dating culture and empowering each individual to reclaim the meaning of DTF and make it theirs,” she says.

Hobley says she is most excited about the campaign because “every image feels like a work of art” and many of them make a significant statement.

“For example, the DTFall Head Over Heels is beautiful,” she says. “It doesn’t actually matter if our users are straight or fall under one of the 13 sexual orientation options. Our ecosystem cares that we have a great experience for so many communities, and that’s partly what this image symbolizes.”

Hobley adds: “I also love the political executions because it speaks to how OkCupid is one of the only places where folks can connect on politics and the issues that matter to them. And next to each other, these images are incredible and very powerful.”

Be sure to check out the entire ad campaign in the gallery above.

 

CREDITS
Client: OkCupid
Melissa Hobley – Chief Marketing Officer
Bernadette Libonate – Senior Marketing Manager
Devin Colleran – Brand Manager
Dana Davis – Communications / Graphic Designer
​​
Agency: Wieden + Kennedy New York
Executive Creative Directors – Karl Lieberman
Copywriter – Ian Hart
Art Director – Jessica Shriftman
Art Director (social / banners) – Nathan Wigglesworth
Head of Art Buying – Deb Rosen
Senior Art Buyer – Ali Berk
Strategist – Brian Ritter
Social Director – Jessica Breslin
Account Team – Jacqueline Steele, Sydney Gayner
Head of Business Affairs – Patrick ODonoghue
Business Affairs – Carla Curry
Traffic Coordinator – Andy Hume
Project Manager – Ava Rant
Head of Creative Services – Chris Whalley
Studio – Laura Paulino, Leigh Ann Dykes, David Niblick, Nathan Delessandro, Jill Kearton, Napoleon Nicdao
Design – Justin Flood, Robert Engvall, Frank DeRose, James Hughes, Meredith Marino

Joint / Motion Graphics
Producer – Brian Schimpf
Motion Graphics ​- ​ Damian Riddell

Photographers and Production Team
Photographers – Maurizio Cattelan & Pierpaolo Ferrari
Production Company – Pro Service Production
Executive Producer – Federico Delle Piane
Production Coordinator – Giulia Venturini
Production Assistant – Stefania Biliato
Digital Capture – Silvano Banfi
RetoucherBenedetta Ferrari
Art Director – Micol Talso
Set Designer – Michela Natella
Wardrobe Stylist – Elisa Zaccanti
Hair Stylist – Gabriele Trezzi
Makeup Stylist – Lorenzo Zavatta
Videographer – Caterina Vigano`

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