OkCupid: Dating Deserves Better by Wieden + Kennedy New York

Client: OkCupid
Date: Jan 2018
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OkCupid wants singles to know that its users are DTF, but not in the way you might think.

The dating app is unveiling its first-ever marketing push this week with a slew of out-of-home posters and digital posts that give new meaning to the acronym. Instead of “down to fuck,” OkCupid is replacing the F with clever - and more family-friendly - terms like “fifty-five-hour binge,” “filter out the far right” and “forget our baggage.”

Launching in Portland, New York and Austin, the campaign is part of OkCupid’s effort to position the app as one that can help you find a relationship, not just a hookup.

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