Already honored as Best in Show at the AdAge/Modern Healthcare awards, D/C’s “Wake Up” campaign kept its roll going in New York Thursday night, snaring silver at the 2016 Effies, the pre-eminent industry award for marketing that drives measurable success. “Wake Up” is D/C’s campaign for the California Tobacco Control Program.

The latest honor comes on the heels of a big win last month in the BIG Star Awards, presented by the San Francisco Bay Area Innovation Group, which named “Wake Up” Campaign of the Year, as well as recognition for the website at the tenth annual Pixel Awards.

Introduced last summer, “Wake Up” was the first major campaign in the nation to target the surging use of e-cigarettes, especially among young adults, and has helped spur debate and legislative action across the country. The campaign’s next installment has just launched.


Last night at the sfBIG awards, D/C’s campaign for the California Tobacco Control Program took home the top BIG Star prize over a stellar field. “Wake Up” is an integrated effort, across TV, out-of-home, digital and point-of-sale, focused on the issues of e-cigarettes, especially among young people. Thanks to the brilliant judges of the San Francisco Bay Area Innovation Group and to our thoughtful and supportive client. And congrats to the entire creative, account, strategic and comms planning teams, many of whom can be viewed looking good and acting bad in the following funky video.

With a new commercial, two new digital videos, an updated website ( and a new outdoor campaign, D/C has just launched the second year of the State of California’s effort to educate citizens about the potential perils of vaping nicotine. In light of alarming new statistics that are highlighted in the TV spot, there’s a special focus on young people. And a perfectly ironic pop song.

Pixel Trophy

Thirty-two industry judges bestowed top prize on D/C in the non-profit category of the 10th annual Pixel Awards. The award is for design and technology, and the agency won for, the website part of our comprehensive, integrated campaign for the California Tobacco Control Program. Huzzah for health. And us.

From TV to digital to print to a partnership with the Cooking Channel and Chef Kelsey Nixon, Diamond of California is serving up a complete creative feast in its first campaign, launching today, from D/C. With the tagline “Made for Homemade™,” the audience focus is the home cook and baker, while the product focus is Diamond’s premium cooking and baking nuts. Across all platforms, the work emphasizes the fun of a great holiday meal, the versatility of nuts as an ingredient and the creativity that brings them all together. Nom nom.

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After many successful years, along with a well-deserved induction into Adweek’s Mascot Hall of Fame, StubHub’s Ticket Oak has been sent to live on a big farm in the countryside where he’s very happy and not dead at all so stop with the questions already.

Today a new campaign emerges from that puppet’s long, weird shadow. Called “Let Your Fan Out,” the work champions StubHub as more than a place to get a ticket you want, but rather a place that knows when there’s a ticket you want before you even know you want it. As such, even the busiest of people will find more opportunities to let their previously neglected inner fans out.

A robust TV buy, starting with a spot on tonight’s telecast of Monday Night Football, is matched with a deep digital presence, including all manner of rich media, scores of page takeovers on sites like ESPN and streaming video pretty much everywhere video streams.

Plus, all the work features StubHub’s sharp new brand ID, also created by D/C. More on that below.

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Kat Von D Beauty is live and looking gorgeous. The new website was designed by D/C for world-renowned tattoo artist Kat Von D, and for Kendo Beauty Group, an LVMH company. Inspired by Kat’s tireless support of other makeup artists, the site is deeply collaborative, with products sitting side-by-side with user-generated photos and illustrations, as well as tweets and videos from the artist and her fans. Curated by Kat herself, is a vibrant social newsfeed, as well as fresh product content, all cloaked in alluring, enigmatic glamour.

D/C also designed the Marc Jacobs Beauty site for Kendo and the Formula X site, which recently won an OMMA Award for Web Site Excellence.


The integrated campaign is Kona Brewing’s largest advertising investment in its two-decade history and launches today, on the mainland, on TV, radio, billboards and online. The “Dear Mainland” spots feature two Hawaiian brothers commenting on “common mainlander customs,” such as multi-tasking and the brevity of happy hour, while inviting viewers to take a breath.

“Building on more than a decade of robust sales and distribution in 40 states, we’re incredibly excited to further increase awareness for Kona Brewing among the rapidly growing US audience for craft beers,” said Brand Manager Aaron Marion. “The ‘Dear Mainland’ campaign truly captures the unique Hawaiian spirit of Kona Brewing and, in a fun way, delivers our message that reconnecting with family, friends and community is what truly matters.”

The campaign promotes the Kona Brewing brand and two core beers, Longboard Island Lager and Big Wave Golden Ale. To ensure it captured Hawaii’s distinct cultural perspective, the spots were shot on location on the Big Island with a local cast.

“Hawaii has a different sense of time, a different set of priorities,” said executive creative Director Parker Channon, whose family has lived in the islands for 30 years. “Our campaign encourages overworked mainlanders to take a more Hawaiian approach when it comes to work/life balance. And sharing a good beer with those that matter most is a fine place to start.”

Added creative director Anne Elisco-Lemme, “It’s like the new tagline says, ‘One life, right? Don’t blow it.’”

Kona Brewing Company was started in the spring of 1994 by father and son team Cameron Healy and Spoon Khalsa. It is the islands’ first and largest craft brewery and is headquartered where it began, in Kailua-Kona on Hawaii.

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