Client: OkCupid
Date: Sep 2020
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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.


Brand: OkCupid

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