ADWEEK – July 21 – Created by Wieden + Kennedy New York under the brand's first CMO, Melissa Hobley, the ads recast DTF (typically meant as a derogatory term for women who are "down to f$%k") into new interpretations that represent what single people might really be looking for in a relationship – "Down to Farmer's Market" or "Down to Feel Fabulous." The campaign has boosted social mentions of OkCupid by 50%. But not all the ads have been welcome everywhere, and in fact the entire campaign was rejected outright by the Chicago Transit Authority. "We certainly knew we would not be able to run every execution in every market. What surprised us was that certain huge vendors, outlets and agencies rejected the campaign completely," Hobley says. "We ran this campaign in a number of cities in Q1 of 2018, and the response was phenomenal. We saw the needle move, we saw people talking about it – young women especially."
