2 yrs ago, dating software OkCupid was the darling associated with the world that is creative. The brand’s “DTF” campaign from Wieden + Kennedy nyc twisted the meaning that is original of acronym with a large number of brand new sayings made to go dating far from simply hookups. The bold campaign—a first for OkCupid, started in 2004—significantly boosted buzz, produced declaration, and received both praise and scorn. Some transportation authorities rejected a few of the advertisements or perhaps the whole campaign, 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 nyc to Mekanism in July. Relating to OkCupid’s international CMO Melissa Hobley, the brand name had been “attracted to Mekanism’s human body of work,” including that the brand name required “to continue to be bold” and that “‘DTF’ signals that we’re going to simply take some risks.”