OkCupid’s 60 identities cater for diverse daters

US – Staking its claim as a platform for For Every Single Person, the latest campaign from dating app OkCupid touts the growing number of ways its users can self-identify.

With the app now reporting more than 60 identities to choose from – from non-binary to cuddler, feminist and non-monogamist – OkCupid is positioning itself as an app where everyone is welcome. Working with agency Mekanism, the resulting out-of-home campaign features unabashed visuals, layered with statements such as Every Single Bear, and Every Single Vaxxer.

In this way, the app is demonstrating Unrefined Intimacy in practice – using design, typography and provocative visuals in what is an era of rawer, more confrontational and inclusive advertising and communications. ‘Since OkCupid is truly the dating app for everyone, we were free to explore a wide range of ways daters may identify themselves,’ says David Horowitz, executive creative director of Mekanism.

Refreshingly, as both an app and campaign, OkCupid recognises the variety of different relationships that people are looking for today, from multiple partners to those seeking friends with benefits or simply companions.