Couple of years ago, dating software OkCupid was the darling for the imaginative globe. The brand’s “DTF” campaign from Wieden + Kennedy ny twisted the initial meaning of the acronym with a large number of brand brand brand new sayings made to go dating far from just hookups. The campaign—a that is bold for OkCupid, established in 2004—significantly boosted buzz, produced declaration, and drew both praise and scorn. Some transit authorities rejected a number of the advertisements or even the campaign that is entire just like the Chicago Transit Authority.
Regardless of the campaign’s success, OkCupid possibly surprised some by going the account that is project-based W+K nyc to Mekanism in July. Based on 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 steadily to be bold” and that “‘DTF’ signals that we’re going to simply take some dangers.”