What do people want from their doctors? It starts with a little r-e-s-p-e-c-t. That’s what consumers told John Muir Health and, not coincidentally, what John Muir Health has delivered patients for decades. That insight is the basis for a comprehensive new campaign created by Duncan/Channon, JMH’s agency of record since July, 2010. The work is designed to reassure consumers, especially the moms who drive family healthcare decisions, that at John Muir Health patients are viewed as partners. Launching today, the effort ranges from TV, cinema and out-of-home to print, banners, mobile, Facebook and Pandora ads, and more. John Muir Health is one of California’s — and the nation’s — most highly-rated healthcare systems.
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Though the work just launched, the SF Egotist has already said they’re some of the prettiest print ads since Gutenberg. And the banners pick up the same rich, allusive design and gorgeous photography. And every element of this multi-million-dollar campaign incorporates a refreshed brand identity and rests on a completely renovated brand platform — all authored by Duncan/Channon, in collaboration with agency-of-record client Blurb.
For those not among the 1.5 million who have already created a volume of their own photography, memoirs, wedding pictures or the like, Blurb is the leader in helping people make beautiful printed books via the web. Their service includes pro-level, yet easy-to-use, design tools and a fail-safe production process delivering budget-defying quality.
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The first national campaign from the world’s largest ticket marketplace, StubHub, premieres this evening with a primetime spot on ESPN’s telecast of Opening Day. The integrated campaign from D/C features TV, print, outdoor and wild postings and touts StubHub as the place to get dream tickets for sports, concerts and more. And what do dream tickets afford the holder? Why nothing less than a dream experience, of course.
A concert TV spot, complete with flying, pyrotechnic-laden drum platform, was created in addition to the baseball spot and both will run on the major networks as well as Bravo, E!, ESPN and Comedy Central. Accompanying print ads can be found in Rolling Stone, Sports Illustrated, People and Esquire. And digital out-of-home and wild postings will be present in most major markets with a large presence in Times Square.
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You might expect to see the venerable lion logo of the Ritz-Carlton Residences in Beverly Hills or Malibu. You don’t expect to see it in downtown LA near neighborhoods realtors politely refer to as “transitional.” The agency needed to paint a vivid picture for Ritz’s well-heeled customer of what it would be like to live in an area that only a few years ago they wouldn’t even visit. So rather than show the residences, which people are rightly inclined to believe are luxurious, the campaign — which includes banners, collateral and a new website, in addition to newspaper and magazine ads — puts the focus on the amazing sports, entertainment and dining options just outside their stylish front door.
More images after the jump and on Flickr.
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Posted in News, Print, Sanita | 18 February 2011 | by D/C
Graphis magazine has honored D/C’s campaign for Sanita, the original Danish clog, with a gold award in its 2011 “100 Best in Advertising” annual. Founded in Zurich in 1944, Graphis is one of the world’s most influential graphic arts publications. The competition was judged by a prestigious international jury whose US contingent included Rich Silverstein. All of which ain’t exactly chopped liver, a D/C spokesperson was heard to remark.
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(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
Posted in News, Print | 6 May 2010 | by D/C
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.
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We all know Birkenstocks are good for you. But sometimes we need to be reminded that they also look good on you — and sometimes a little bird can do just that.
For Spring, ’09, the venerable German sandal macher, pulled out all the fashion stops, with new colors and looks meant to once and for all put to rest the notion that anti-fashion has to be funky. Then they invited D/C to communicate this shift to a marketplace that has some deeply ingrained ideas about the brand.
Whereupon D/C tossed the ball to, among others, a monkey, who seems to have nailed it. Go, monkey.
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