OKCupid Takes 'DTF' Beyond the Run-of-the-Mill Screw

Campaign by W&K NY Includes Outdoor Ads on the New York Subway

Published On
Jan 03, 2018

Editor's Pick

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.


Jan 03, 2018
Agency :
Wieden & Kennedy - New York
Brand :
Client :
Chief Marketing Officer :
Melissa Hobley
Senior Marketing Manager :
Bernadette Libonate
Brand Manager :
Devin Colleran
Communications :
Dana Davis
Graphic Designer :
Dana Davis
Executive Creative Director :
Karl Lieberman
Copywriter :
Ian Hart
Art Director :
Jessica Shriftman
Art Director Social/Banners :
Nathan Wigglesworth
Head of Art :
Deb Rosen
Art Buyer :
Ali Berk
Strategist :
Brian Ritter
Social Director :
Jessica Breslin
Account Team :
Jacqueline Steele
Account Team :
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
Studio :
Leigh Ann Dykes
Studio :
David Niblick
Studio :
Nathan Delessandro
Studio :
Jill Kearton
Studio :
Napoleon Nicdao
Design :
Justin Flood
Design :
Robert Engvall
Design :
Frank DeRose
Design :
James Hughes
Design :
Meredith Marino
Motion Graphics :
Producer :
Brian Schimpf
Motion Graphics :
Damian Riddell
Photographer :
Maurizio Cattelan
Photographer :
Pierpaolo Ferrar
Production Company :
Pro Service Production
Executive Producer :
Federico Delle Piane
Production Coordinator :
Giulia Venturini
Production Assistant :
Stefania Biliato
Digital Capture :
Silvano Banfi
Retoucher :
Benedetta Ferrari
Art Director :
Micol Talso
Set Designer :
Michela Natella
Wardrobe Stylist :
Elisa Zaccanti
Hair Stylist :
Gabriele Trezzi
Makeup Stylist :
Lorenzo Zavatta
Videographer :
Caterina Vigano

Need a credit fix? Contact the Creativity Editors

Project Type