OkCupid's Redefinition of "DTF"(adweek.com)

3 years ago from PJ Rosa, Designer at VH1

  • Victor Lombardi, 3 years ago

    Love the concept, but I would have never figured out to connect the F with the other text without having read this article. I wonder if they tested that?

    12 points
    • Chloe SilverChloe Silver, 3 years ago

      I agree, with many of the examples the word works without the F (take the example directly below - "loss" instead of "floss") - but loses a bit of meaning. The layout of the type could have been treated better but I think the overall message is a good one. It's bold, emotive, and brings some happiness/lightness back into the world of swipe-dating.

      0 points
    • Nic TrentNic Trent, almost 3 years ago

      If you get it, you're part of the club. I think the fact that it's not blatantly spelled out for you is an appeal of the ad.

      0 points