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OkCup >

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OkCup >

Couple of years ago, dating software OkCupid was the darling associated with the world that is creative. The brand’s “DTF” campaign from Wieden + Kennedy ny twisted the meaning that is original of acronym with a large number of brand brand new sayings built to go dating far from simply hookups. The campaign—a that is bold 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 the campaign that is entire such as the Chicago Transit Authority.

Inspite of the campaign’s success, OkCupid maybe surprised some by going the account that is project-based W+K ny to Mekanism in July. Based on OkCupid’s worldwide CMO Melissa Hobley, the brand had been “attracted to Mekanism’s human anatomy of work,” including that the brand name needed “to continue steadily to be bold” and that “‘DTF’ signals that we’re going to have some dangers.”

OkCupid is throwing down 2020 featuring its first campaign from Mekanism’s nyc workplace, “Ask Yourself,” which continues the tradition of bold design and wordplay that is clever. The innovative ended up being inspired by real daters’ responses to the platform’s questions that are in-app what truly matters many to singles in relationships—the make-or-break problems in terms of dating.

Maybe not interestingly, politics topped record, with 38 million responses to concerns like “could you date an individual who could be bothered to n’t vote?”

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