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OkCup >

Couple of years ago, dating software OkCupid was the darling associated with the world that is creative. The brand’s “DTF” campaign from Wieden + Kennedy New York twisted the meaning that is original of acronym with a large number of brand new sayings made to move dating far from simply hookups. The bold campaign—a very first for OkCupid, created in 2004—significantly boosted buzz, produced declaration, and received both praise and scorn. Some transportation authorities rejected a few of the adverts or even the whole campaign, such as the Chicago Transit Authority.

Regardless of the campaign’s success, OkCupid maybe surprised some by going the project-based account from W+K ny to Mekanism in July. Based on OkCupid’s international CMO Melissa Hobley, the brand name ended up being “attracted to Mekanism’s human body of work,” including that the brand name required “to continue steadily to be bold” and that “‘DTF’ signals that we’re going to just take some dangers.”

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