OkCupid Gave DTF a New Meaning and It’s Working

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Dating apps and websites are entering the print and digital advertising arena. All of them have the same concept: to show that people are out there to make meaningful connections in a time where everything seems divisive. With most ads from Tinder and eHarmony being sweet and endearing, OkCupid decided to be a little bit more flashy in its recent ad campaign. We’re talking bright colors, dynamic photographs, and another take on the blunt acronym, DTF.

OkCupid’s latest advertising endeavor backed by the slogan “Dating Deserves Better” is unique and allows a high probability for brand recognition. While the colors and photographs are highly saturated, OkCupid’s intention is to sell substance and depth in a time where the hookup culture is more prevalent in society that craves authenticity. Copywriter Ian Hart said, “When we say dating deserves better, what we’re really saying is people who date deserve better…Modern dating treats emotions like a disposable commodity.”

It’s a message that says put yourself out there and be the best version of yourself.


Here’s some of the ads:

CREDITS Client: OkCupid ​​ 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

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

2018-01-05T07:03:32-07:00 January 5th, 2018|