OKCupid & Wieden+Kennedy go all in on Avondale Type Co’s ATC Duel.
Let’s flip the script on DTF
Dating deserves better, and so do you
Reposted from the OKCupid Blog
You’re an interesting, thoughtful person. Of course you deserve better than late-night “you up?” texts, and your dates talking with friends about whether or not you’re DTF. Something has to change, because the problem with phrases like DTF is that too many people, especially women, don’t appreciate the question or the context. In a recent poll of 60,000 OkCupid users, nearly 80% of women said there’s too much emphasis on being DTF in dating today.
So if DTF is here to stay, we can change its meaning so it does the opposite of what it does now. So instead, it makes you feel confident and empowered. The F should be whatever the F*ck you want it to be. Flip that hair. Fight about the President. Fall head over heels. Because you deserve the exact same thing that dating deserves: better. So let’s flip the script on DTF.
In terms of craft, the W+K creatives said the campaign is meant to feel playful and positive, as a counterpoint to where so much of the dating scene is headed.
“We set out to really explore what happened to chivalry and courtship and how modern-day dating seemed to be on a bad trajectory,” says copywriter Ian Hart. “When we say dating deserves better, what we’re really saying is people who date deserve better. Because I mean, they really do. Modern dating treats emotions like a disposable commodity. Anyone who’s been single knows this. It’s an aspiration to treating people like people.”