While once the go-to for young daters, Ok Cupid was losing ground with the rise of apps like Tinder, and in danger of being relegated to “the dating app I used to use.” Our challenge was to reconnect the powerful platform to a young audience, specifically young women.
It’s a highly artistic campaign, too—W K worked with artist Maurizio Cattelan and photographer Pierpaolo Ferrari, the creators of Toilet Paper magazine, on the ads.
“The response to this blew us away, and most importantly, signaled how important it was for people to be able to talk politics in dating,” Hobley says.
“We do this better than anyone, and regularly add political questions into the Ok Cupid experience.” The focus on politics is readily apparent in several of the new ads: The ads are aimed at anyone who wants to bring their full selves to dating.
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