Dang. You must be registered to vote, because all I see is a VILF.
Dating app OkCupid is celebrating all those who are flexing their democractic rights this election year with a new campaign underscoring the sexy side of voting.
VILF (yes, it stands for what you think it stands for) launches as more than 115,000 OkCupid users enable the app’s badge which shows potential courters they’re registered to vote. The badge is cemented in data that reveals voters are 85 percent more likely to have someone message them on the app and 63 percent more likely to get a match.
The campaign, which was created in partnership with Mischief @ No Fixed Address, labels voters VILFs, asking them to “f*ck people, not America.”
VILF comes to life with branded merchandise including condoms, lawn signs, button pins, stickers, t-shirts and bags to proudly show their new status to those around them. Meanwhile, an influencer makeup tutorial on how to look way hotter takes an unexpected turn when viewers are instead instructed on how to vote.
The campaign also includes an online video which spoofs political attack ads, as well as an experiential activation in Washington D.C. near the Washington Monument, the Capitol Building, and the White House.
Melissa Hobley, Chief Marketing Officer at OkCupid
Devin Colleran, Senior Brand Manager at OkCupid
Jane Reynolds, Associate Director of Product Marketing at OkCupid
Michael Kaye, Global Communications & PR Manager at OkCupid
Creative agency: Mischief @ No Fixed Address
Greg Hahn, Cofounder and CCO at Mischief @ No Fixed Address
Kerry McKibbin, President at Mischief @ No Fixed Address
Bianca Guimaraes, Executive Creative Director
Kevin Mulroy, Executive Creative Director
Ryan Dzur, Associate Creative Director
Sam Cote, Associate Creative Director
Nōd McFall, Junior Creative
Oliver McAteer, Director of Development
Will Dempster, VP Content / Producer
Editorial: Arcade Edits
Fernando Raigoza, Jr. Editor
Damian Stevens, Managing Partner
Crissy DeSimone, Executive Producer
Alexa Atkin, Senior Producer