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:

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


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