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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It’s a larger-than-life California wine named after a real-life, larger-than-life rooster that toured with the Texas Circus at the turn of the 20th century. The bird behemoth, officially known as “HRM Rex Goliath,” once weighed in at a sideshow-worthy 47 pounds, and he’s now set to become a 21st century celebrity as star of the Rex Goliath winery’s first-ever brand campaign. Hatched (sorry) by Duncan/Channon and just launched nationally in newspapers, point-of-sale and outdoor, the campaign uses hand-painted, vintage circus art to communicate the nature of both the big, bold wines and the big, bold brand itself. D/C commissioned Seattle painter Dennis Clouse to create the artwork. Rex Goliath is a division of Constellation Wines, the 47-pound rooster among world wine producers.
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Infinity is the name of the new top-tier condo complex in San Francisco’s SOMA district from mega-developer and D/C client Tishman Speyer. And “Nothing Less Than Infinity” is the name of the complex’s new campaign. In a single, hard working photograph, each of the handsome D/C-created ads manages to simultaneously celebrate both the luxe interiors of the curved, green-glass towers and the deluxe exteriors of its neighborhood, home to some of the city’s great restaurants, shopping and bay views. The campaign, for which D/C is also handling media, has just launched in Bay Area newspapers, magazines and out-of-home.
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The major party candidates blab about bringing America together, but now there is a footwear company that literally walks it like those guys talk it.
What began as a fun mini-campaign touting Birkenstock’s presence at the WSA trade show was so well-received it has been expanded into a national consumer print and online campaign. Judging by the flood of email feedback, the campaign is instantly gaining traction, especially as presidential marketing slips into negative mode.
While a political theme – even if it’s non-partisan and tongue-in-cheek – may seem unexpected, Birkenstock has long been assigned political connotations (e.g., the reporter’s shorthand for committed progressives, “Birkenstock-wearing liberals”). At the same time, research shows the brand is overwhelmingly associated with good feelings, which tend to start in a consumer’s previously aching feet but rapidly travel to his or her overall mood.
So perhaps it was not so far-fetched for Birkenstock’s campaign managers at Duncan/Channon to bring politics and positivity back together on behalf of this perennial candidate for your comfortable, casual choice of sandals. But, of course, we invite all Americans to vote with their feet.
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Posted in Print, Ubisoft | 5 March 2008 | by D/C
The opening chop in D/C’s Sensei attack on the gamer target. This “confusing” teaser ad (turns out, it’s a bit of origami that allows you to turn the magazine page into a throwing star) generated 32,000 phone calls in the first 24 hours, started a wildfire across the blogosphere and helped make Red Steel the number-one-selling, non-Nintendo title for the Wii.
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Deep down, most people feel like they still have a little rocker inside them. And these D/C-created brand ads, running in travel-related pubs (the one above targets the tropical traveler – not to mention red-blooded hetero men), reminded them that, no matter what city they’re going to, there is only one place to literally and figuratively feed that rock ’n’ roll jones.
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Posted in Print | 5 March 2008 | by D/C
It isn’t the picture on the front or the stats on the back, it’s the story behind the card that makes it valuable. D/C chronicled some of the more salacious stories for a local chain of sports card stores.
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Known for their guitar strings, Dean Markley also makes fine acoustic pick-ups. The pick-ups’ main selling point is that they don’t color the guitar’s sound in anyway, giving users the most authentic tone possible. D/C highlighted that authenticity by tapping into artists like Mother Maybelle Carter and Mississippi John Hurt, who lived and breathed it.
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