Dating app OKCupid's new marketing campaign is all about the acronym "DTF" (down to f***) but with the "F" standing for more than just the obvious.
The print, online and OOH campaign is the first work for the brand by Wieden & Kennedy New York and was shot by artist Maurizio Cattelan and photographer Pierpaolo Ferrari. It will feature images alongside phrases like "DTFight About the President," DTFilter Out the Far Right" and "DTFall Head Over Heels." Other ads will feature phrases like "DTFinish my novel," "DTFifty-Five Hour Binge" and "DTFoot the Bill." An interactive element will let users answer questions about how they feel about "DTF" and how they would want to define it for themselves.
According to the brand, the campaign is a continuation of OKCupid's mission to focus more on "substance over selfies."
"More than ten years after OkCupid was founded, this campaign unashamedly reconfirms what we believe: that dating deserves better, " says OkCupid CMO Melissa Hobley, in a statement. "We're proud that OkCupid is one of the only dating apps that truly reflects back what is happening culturally, and we felt a responsibility--and opportunity--to play a part in changing the conversation about dating culture and empowering each individual to expand the meaning of DTF in a way that reflects what they want from dating."
The campaign will debut in early January in NYC and select markets across the U.S., with OOH advertising on the NYC subway, as well as social and brand activations.