2 yrs ago, dating software OkCupid was the darling associated with the innovative globe. The brand’s “DTF” campaign from Wieden + Kennedy ny twisted the initial concept of the acronym with a large number of brand new sayings built to go dating away from just hookups. The campaign—a that is bold for OkCupid, created in 2004—significantly boosted buzz, produced statement, and received both praise and scorn. Some transportation authorities rejected a number of the adverts or even the campaign that is entire such as the Chicago Transit Authority.
Inspite of the campaign’s success, OkCupid possibly surprised some by going the project-based account from W+K ny to Mekanism in July. In accordance with OkCupid’s worldwide CMO Melissa Hobley, the brand name had been “attracted to Mekanism’s human body of work,” including that the brand name needed “to continue steadily to be bold” and that “‘DTF’ signals that we’re going to have some dangers.”