“They originally presented a visual of a paper bag with eyes on it to us during one of our Skype calls.
Ok Cupid aims to achieve substance and depth through the app’s features.
It asks users more than a dozen questions while setting up a profile and recently launched Ok Cupid Discovery, which lets users search by passions and interests.
But Hobley says they may resonate especially with women, who are “aware that the phrase DTF was used historically in a negative way.
There’s power in taking that back and making it yours.”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.