As swiping right is just about the standard in electronic relationship, OkCupid is reinforcing its core value of ‘substance over an ad campaign to selfies that reclaims the acronym DTF. By exploring the real methods individuals become familiar with one another beyond the real, it is making a statement against hook-up culture.
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ScopeAgainst a backdrop of swipe weakness, OkCupid is reinforcing its core worth of ‘substance over selfies’ with an advertisement campaign that celebrates dating that’s predicated on significantly more than a trivial profile. [1] The brand name is reclaiming DTF – the candid acronym that is short for ‘down to screw’ – championing the truth that its users form relationships predicated on a lot more than just the physical, whether that’s by feeling out of the party flooring, or centering on their chakras.
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