Plenty of Fish

Plenty of Fish had recently rebranded with a mission to make dating more welcoming. But with so much wrong in the world of online dating, they needed a breakthrough way to introduce that new mission.

So, we created the Gallery of Dick Pics — full of wholesome guys named Richard on POF — as a way to speak to their vision of how dating should be while denouncing datings most unwelcoming behaviour of all.

The campaign was centered around a virtual gallery that allowed visitors to browse big, hairy and wild Dicks (among others) and was promoted with Influencers, PR, social, video and OOH.