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Two years ago, dating app OkCupid was the darling of the creative world. The brand’s “DTF” campaign from Wieden + Kennedy New York twisted the original meaning of the acronym with dozens of new sayings designed to move dating away from just hookups. The bold campaign—a first for OkCupid, founded in 2004—significantly boosted buzz, made a statement, and drew both praise and scorn. Some transit authorities rejected some of the ads or the entire campaign, like the Chicago Transit Authority.
Despite the campaign’s success, OkCupid perhaps surprised some by moving the project-based account from W+K New York to Mekanism in July.
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