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OkCupid ad campaign includes bears, submissives and images deemed too saucy for public display

Everyone "from feminists to introverts to non-binary to pansexuals to vaxxers" are welcome at OKCupid, says CMO Melissa Hobley.

2021-08-04

Words: Jamie Tabberer; picture: OKCupid

Dating app and website OKCupid has unveiled an inclusive new ad campaign featuring bears, submissives, non-binary people, introverts, feminists, and more.

The bold, quirky shots include a 'tree hugger' - a man with a tree growing from his groin - and a 'bear' with a love heart shaved into his hairy chest.

Another for 'vaxxers' shows a kissing pair with a conjoined tongue. (Below, scroll right).

 
 
 
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The global Every Single Person campaign is helmed by advertising agency Mekanism; artist Maurizio Cattelan, best known for Comedian - a banana duct-taped to a wall - and photographer Pierpaolo Ferrari oversaw the images.

"When you’re truly inclusive, you’re bound to offend someone"

OKCupid global chief marketing officer Melissa Hobley told The Drum: “As people return to dating, however they feel most comfortable doing so, we want this campaign to show everyone – from feminists to introverts to non-binary to pansexuals to vaxxers – that OkCupid is a place where they can feel welcomed. We have always been an exclusively inclusive dating app, and that will never change.”

 
 
 
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Mekanism's creative director Katrina Mustakas also told the publication: "When you’re truly inclusive, you’re bound to offend someone. And that’s what happened. Several of our more provocative executions were not approved in many of our placements across New York, LA and Chicago.

"We had to scramble to replace them in the ninth hour, but that won’t stop us from welcoming 'Every Single Person’ to OkCupid.”

 
 
 
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OKCupid now offers 60 identity tags, and in summer 2021, saw an almost 20% increase in non-binary users, an over 5% rise in bi users, and a 7% uptick in non-monogamous users.

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