Award-winning branding. Advertising. Design. Interactive. Social media. Broadcast. Print. Outdoor. Identity. Packaging. POS. Direct mail. Media planning and buying. Production. Not to mention the Tip. All in one action-packed agency in downtown San Francisco.
(UPDATE 7/27: Turns out that industry bible, Communications Arts, is also talking about D/C’s new Birkenstock campaign today. Just sayin’.)
Nothing to do with illegal immigration or majestic cacti. This Arizona happens to be Birkenstock’s famous two-strap sandal, and, last month, due to bold new print work from those fab fetishists at D/C, it completely (if temporarily) sold out. For perhaps the first time in its 236-year history, the venerable German footwear maker had to scramble to replenish inventory on its signature product. First indications that the campaign would be a winner came last Spring when it also helped to drive one of the biggest ever sell-ins for the brand’s women’s fashion shoes.
For women, this new campaign celebrates the fashion side of Birkenstock. For men, it’s about the outdoor lifestyle. But all the new ads use striking photo/illustration collages to encapsulate each sandal’s unique personality (sure, shoes have personalities – ask Burke Andrews) and then to tell a deeper Birkenstock story – about respect for nature and the healthy life. The illustrator was Amy Guip. The women’s ads are running in Marie Claire, ReadyMade, Budget Travel and other fashion and active-living magazines. The men’s ads can be found in, among other pubs, Men’s Journal.
See all six after the jump and click for full-size images on Flickr. Continue reading
After a successful year as John Muir Health’s media agency of record, Duncan/Channon was invited to pitch – and very pleased to win – creative duties as well. Kudos to D/C communications planning director, Leslie Diard, and her crack team for the stellar work that got the agency into the pitch in the first place. Initial creative for this venerable health care brand is expected to launch in early October. Watch this space for details.
In a new campaign for the Lake Tahoe Visitor’s Authority, D/C helps Lake Tahoe South Shore step out of the shadow of its North Shore neighbor. The $1.5 million campaign playing on local TV and computer screens this summer celebrates the absolute riot of 24/7 entertainment options available to Bay Area travelers willing to take Highway 50 instead of 80. (It also celebrates the undeniable majesty of upside-down, beat-boxing chins dressed in tiny hip-hop attire.)
Check out the second spot, “Pantyhose,” after the jump. Continue reading
Seven months in the making, Duncan/Channon’s new work for Esurance, one of the country’s leading car insurers, debuted today all over the damn place.
TV spots, part of a new live-action campaign called “Techie Feely,” began airing nationally on the NBA Finals and 40 cable networks, including FX, ESPN, Bravo, Discovery, TNT and A&E, accompanied by a comprehensive interactive and social media initiative. A nationwide out-of-home effort, starring the TV characters, kicks off in late June, along with national cinema advertising. In addition, as part of the launch, Esurance is introducing a new corporate identity, created by D/C.
Annual marketing spend is $100 million-plus. (Watch the spots and see more after the jump.)
Sorry, the headline is irresistible when you’ve just been picked by the sports, entertainment and real estate giant, AEG, to market its new Ritz-Carlton residence tower.
Priced from $800k to $10 million each, the new Ritz-Carlton condominiums are the residential centerpiece to AEG’s L.A. LIVE complex in downtown Los Angeles. L.A. LIVE is home to the Staples Center, Nokia Theater and Grammy Museum, among a dozen other venues, restaurants and bars, and the Ritz apartments represent the ultimate pied-a-terre for the well-heeled sports or music fanatic – where you can just go “downstairs” to see the NBA All-Star Game, for instance, or Paul McCartney.
The campaign is spending $2 million-plus for local, regional and national print, as well as online, and launches in late June.
Previously positioned as the wine for those who lived life on the edge, Gnarly Head wanted to elevate what was purely a lifestyle brand. However, they still wanted to connect with their core consumers who lived life boldly and, well, had the scars to prove it.
D/C created a print and radio campaign highlighting the new tagline: Old vines make bold wines. In the print executions, we subtly hinted at the adventurous lifestyle that our consumers enjoy, as articulated in the headline: Bold. Sophisticated. With a hint of Gnarly. By doing this, we deftly connected the lifestyle story to the wines’ unique style – in this case, a bold Zinfandel made from the grapes of old vines.
Judge Rachel Pasqua pretty much hit the nail on the head when she described the interface, created for the new generation of Hard Rock Cafes, as “an innovative combination of social and touchscreen technology with a tactile twist on the old restaurant booth jukebox that lets users thumb through the memorabilia and cast their vote for the next video.”
Also honored in the CA Annual is the Rock Wall™, a sister project designed and developed by Obscura Digital which, like the booth interface, builds on the D/C-created Hard Rock memorabilia website. Big ups to them, to D/C’s development partners at Vertigo, and especially to Joe Tenczar and the Hard Rock team.
More Hard Rock interactive here.
The complete Hard Rock rebrand story here.
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