The painfully obvious “Down To Fuck” became the joyfully surprising "Down To Fire Up The Kiln," "Down to Farmers Market," or "Down to Four Twenty." The campaign changed the conversation about dating culture and empowered each individual to interpret DTF in a way that reflects what they want from dating.We designed the ads to command attention: we worked with Maurizio Cattelan and Pierpaolo Ferrari (creators of Tolietpaper Magazine) who brought a playfully provocative, vibrant, graphic aesthetic to the imagery.She says, “If you believe women shouldn’t have contraceptive rights, we should never go out.”She thinks Ok Cupid’s new campaign is a great start, but only marks the beginning of a long, much-needed battle to change the meaning in a culture where the traditional meaning of DTF is so ingrained.“For the longest time women were afraid to say, ‘I’m not looking for a no-strings-attached relationship.’ You’re not cool if you voice that, and men take advantage of it.And while women are used to placating men’s egos, the current climate has empowered women to listen to their own voices. Or am I going to have sex because he wants to have sex.’”It’s not just women who are affected by DTF’s toxicity.“We set out to really explore what happened to chivalry and courtship and how modern-day dating seemed to be on a bad trajectory,” says copywriter Ian Hart.
To do so we took one for the team and immersed ourselves in the world of modern dating, and we found that while our audience made use of digital/mobile dating apps when looking for love (or whatever), the overall experience of using those apps left a lot to be desired.
It asks users more than a dozen questions while setting up a profile and recently launched Ok Cupid Discovery, which lets users search by passions and interests.
It aims to achieve relevance through the brand voice, having found traction by leaning into politics over the past year—including adding a “Trump Filter” to its list of questions.
We made Ok Cupid the champion of dating with depth, while also reflecting the issues and passions that our audience cares about, by creating a campaign that subverted a popular modern dating acronym “DTF.” While in popular parlance that "F" cuts to one very specific chase, we used the F and the phrase to showcase the personality of dating profiles, while not-so-subtly confronting the other “hook-up first, questions later,” apps.
We turned the substance behind Ok Cupid user profiles—like an interest in pottery or and opinion about politics–into something desirable, fun and sexy.