OkCupid is making voting sexy and it seems to be meeting with approval. Since the dating site launched its Voter 2020 badge to connect like-minded singles at the beginning of September it says that 115,000 people across the US have added it to their dating profile. (It probably helps that OkCupid is publicising that voters are 85% more likely to have someone message them on the app and 63% more likely to get a match.)
Don’t be a Trevor. Register to Vote and be a #VILF. https://t.co/Fi5sDbsxwC
— OkCupid (@okcupid) September 17, 2020
Now OkCupid has stepped up its activity, with a campaign by Mischief @ No Fixed Address. The new campaign is asks dating singles to be a #VILF (voter I’d like to f***) not a Trevor. Trevor is a hot guy who “never misses a leg day” and has volunteered to work with children but he hasn’t registered to vote.
The campaign is very clear about its agenda. It wants people to “f*ck people, not America”.
And it is very vocal. It includes an array of branded merchandise such as condoms, lawn signs, button pins, stickers, t-shirts and bags, has turned an influencer makeup tutorial on how to look hotter into a how to vote guide, is condemning Trevor to relentless loneliness with a political spoof video that it’s spreading across the internet and has created an experiential activation in Washington D.C., near the Washington Monument, the Capitol Building and The White House.
“Is the act of voting inherently super hot? Maybe not. Are you far less attractive if you don’t? Of course. This campaign celebrates all the VILFs out there doing their hot, sexy civic duty,” stated Bianca Guimaraes and Kevin Mulroy, co-executive creative directors at Mischief.
Credits
Creative Agency: Mischief @ No Fixed Address
Co-founder and Chief Creative Officer: Greg Hahn
President: Kerry McKibbin
Executive Creative Directors: Bianca Guimaraes & Kevin Mulroy
Associate Creative Directors: Ryan Dzur & Sam Cote
Junior Creative: Nōd McFall
Director of Development: Oliver McAteer
VP Content & Producer: Will Dempster
Editing: Fernando Raigoza Jr @ Arcade Edits
Managing Partner: Damian Stevens
Executive Producer: Crissy DeSimone
Senior Producer: Alexa Atkin
Client: OkCupid
Chief Marketing Officer: Melissa Hobley
Senior Brand Manager: Devin Colleran
Associate Director of Product Marketing: Jane Reynolds
Global Communications & PR Manager: Michael Kaye
