The campaign launches less than three months after Match Group, OkCupid’s parent company and the world’s largest dating company, announced it had ushered in a record first quarter. “And for those who are getting back to dating – whether they’re meeting IRL or sticking to virtual dates – we want to celebrate every single one of them.” Today more than 70% of OkCupid users say they’re comfortable with in-person dating, and compared to last year the platform has seen more than an 80% increase in mentions of ‘in-person dating’ on daters’ profiles this summer. “After over a year of social distancing and virtual meetups, singles are ready to find love,” she says. The timing for the new campaign is ideal, says OkCupid’s Hobley. We had to scramble to replace them in the ninth hour, but that won’t stop us from welcoming ‘Every Single Person’ to OkCupid.” Several of our more provocative executions were not approved in many of our placements across New York, LA and Chicago. “When you’re truly inclusive, you’re bound to offend someone,” Mustakas says. helps to bring this exclusively inclusive differentiation into the world.”Īnd provocative it certainly is some of the creative assets developed for the project garnered immediate backlash. “The ‘For Every Single Person’ campaign reintroduces OkCupid as a modern dating brand and generates cultural commentary that sets OkCupid up as a leader in the dating space and beyond. “We needed this campaign to get noticed and knew that Maurizio Cattelan and Pierpaolo Ferrari were just the right people to help us co-create ads you just can’t unsee,” says Mekanism’s creative director Katrina Mustakas. ‘Every single pansexual,’ declares the ad. Another ad depicts two models standing face-to-face, with a perfectly round bubble of gum situated between their mouths. ‘Every single tree hugger,’ the ad reads. In one image, a tree sprouts from a man’s boxer briefs as a disembodied arm stretches out with a watering can. Mekanism tapped visual artist Maurizio Cattelan (known for his hyperrealistic sculptures) and photographer Pierpaolo Ferrari to develop the creative – a set of über-contemporary ads cast in rich colors featuring diverse models and taglines rendered in a bold typeface. Inspired by the increasingly diverse community of daters on its app, OkCupid teamed with creative agency Mekanism to bring the campaign to life. These changes reflect a larger trend happening across the country – Gallup data from February suggests that the US has seen a 5.6% increase in Americans identifying as LGBT since 2017. Additionally, the platform says it’s seen an 85% year-on-year leap in users identifying as pansexual. During the summer of 2021, OkCupid witnessed a nearly 20% uptick in daters identifying as non-binary, more than a 5% lift in users identifying as bisexual and a 7% increase in users who say they’re open to non-monogamous relationships. And in recent months, the platform has seen an influx in daters identifying as LGBT+.

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