Creativity Award 2019 Craft of the Year: OKCupid, ‘DTF’

Agency: Wieden & Kennedy New York

This vibrant out of home campaign for online matchmaking platform OK Cupid from Wieden & Kennedy New York subverted the popular acronym DTF, or Down to Fuck, and redefined it with other possibilities–like “Down to Fall Head Over Heels” and “Down to Fight About the President.” Concise copywriting, expert art direction, bold typography and whimsical photography from Maurizio Cattelan and Pierpaolo Ferrari combined to drive home the idea that OKCupid can be a platform for finding deeper connections, not just the quickie hookup. Following the campaign, OK Cupid’s social audience grew 30%, and it saw a 25% increase in revenue from new users. Extensive coverage across major news outlets led to 1 billion earned media impressions last year, according to W&K. 


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