Officially launching last night in NYC, OKCupid’s new ad campaign plays with the acronym DTF (down to fuck), all the while overhauling the dating app’s identity. Attempting to reclaim DTF by replacing the F with various other activities—from the wholesome “Down To Fall Head Over Heels” to “Down To Four-Twenty” and “Down to Filter Out the Far Right”—OKCupid also seems to be taking a few shots at hook-up apps. The campaign was created by Maurizio Cattelan and photographer Pierpaolo Ferrari (aka the team behind Toiletpaper) and will be gracing the NYC subway in the coming months. See more at The Cut.
The Brains Behind Toiletpaper are Rebranding OKCupid