Dating app OkCupid is again pushing the limits of provocation with the introduction of its new ‘Ask Yourself’ ad campaign that encourages singles to define what matters most to them when it comes to relationships.
The campaign is inspired by real daters’ answers to OkCupid’s extensive in-app questions, which has generated more than 7bn responses from users around the world.
The dating company partnered with artist Xaviera López to create looping animations that bring its iconic matchmaking questions to life. These animations are visual representations of how OkCupid questions connect like-minded people, according to OkCupid global chief marketing officer Melissa Hobley.
The questions are more specific than most general dating apps, featuring targeted queries like ‘Is a soulmate worth waiting for?’, ‘Foreplay or get right to it?’ and the timely ‘Could you date someone who couldn't be bothered to vote?’
OkCupid is known for its extensive iconic questions, since from the beginning of its history daters had to answer a number of questions in order to set up their profiles. People initially have to get through 15, but there are over 3,000.
OkCupid worked with Mekanism on the campaign, as well as illustrator Lopez.
‘Ask Yourself’ will roll out across digital and social platforms, as well as out-of-home, in major cities around the world, starting with New York City.