The artists behind Toiletpaper magazine, Maurizio Cattelan and Pierpaolo Ferrari, have collaborated with Wieden + Kennedy New York on dating app OkCupid’s new campaign. Based on the concept of reappropriating the acronym DTF – “down to fuck” – the posters apply the artists’ signature, saturated colours and surrealist imagery to typographic and photo pairings, giving new meaning to the phrase.
Split-screen images emblazon DTF in retro, bold, 3D letters, with each featuring a different representation of what the “F” stands for: Down to Fire Up the Kiln, for example, is placed opposite a couple getting creative with pottery clay. Down to Filter Out the Far Right is shown with a photo of someone throwing a handgun down the toilet. Each uses vibrant, complementary colours in a pop style.
With the campaign, OkCupid hopes to “flip the script on DTF”. “You’re an interesting, thoughtful person. Of course you deserve better than late-night ‘U 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.”
This is the latest in some creatively diverse work from OkCupid since its rebrand featured an altogether cuter set of icons by illustrator Jay Daniel Wright; although this project is its first ever marketing campaign.
- Kieran Yates reflects on a world, and a year, in flux
- Paperpress locates the point where “graphic design and description overlap”
- Andrés Mañon documents Mexico City's queer creative scene through ornate portraiture
- Anna Haifisch gives us a reading of the best of The Artist series
- Yuri Suzuki on how the key design tool is always communication
- Anna Sullivan creates a look back at the fascinating tradition of stilt walking shepherds
- Alex Gamsu Jenkins’ comics remind us of how gross we really are
- Pop culture powerhouse Bryan Rivera's 2018 in graphic design
- Don't worry, be angry: how politics and creativity collided in 2018
- Vice magazine's creative team talks us through its new and unexpectedly different redesign
- DIA channels NYC and gives Squarespace its signature kinetic treatment in brand refresh
- London Art Fair gets an abstract and textural rebrand for 2019