When you’re sick, injured or facing a frightening diagnosis, you want more than just clinical excellence. You want a support system. You want a squad. And John Muir Health has your back. Here’s what our ECD, Anne Elisco-Lemme, had to say about our approach to the new work: “Cancer is probably one of the most terrifying diagnoses anyone could ever hear. So our challenge was to create a :30 spot that speaks to the enormity of the situation while remaining hopeful. We took a page out of how sports brands create epic, emotional and highly visual marketing to tell the story of how your entire medical team at John Muir Health is with you, no matter what life throws your way.”
In its latest effort for the California Tobacco Control Program, DC taps into Californians’ green sensibilities, shifting focus from the health dangers of cigarettes to the environmental dangers of cigarette butts. The “Come Clean” campaign features new TV work and outdoor, including a billboard filled with 12,000 toxic butts scooped up from the streets directly around it.
The 12,000-butt billboard:
DC sidestepped the sophomore slump to bring home a silver Small Agency of the Year in the west award for the second year running. Announced last night at Ad Age’s Small Agency Conference in Nashville, the award takes into consideration business results, agency culture as well as a range of creative work across accounts.
To bring home the award last year from among the hundreds of entries was a thrill. But to win in back-to-back years has us positively blushing. Thank you to Advertising Age and, of course, our clients who made it all possible. Kegger at our parents’ house!
One of the cooler new parts of the already pretty cool media plan DC created for Kona Brewing’s 2017 push is a special integrated program with CBS. In addition to our regular spots running during their highly rated Thursday (aka “Little Friday”) primetime lineup, CBS and DC also created special California spots shot on location in LA, Orange County, San Diego, Sacramento and San Francisco. The Hawaiian and Californian spots will run in tandem and also live on local CBS websites. Watch as our brothers spread their island wisdom across the Golden State.
DC just launched a brand new campaign for brand new client, So Delicious. In response to growing demand for plant-based foods, the inaugural work, which spans products across the So Delicious portfolio, emphasizes taste to challenge the misperception that choosing non-dairy somehow equals non-delectable. Look for digital videos and print ads running throughout the summer (aka ice cream season).
For the second year in a row, DC brought home top honors at the sfBIG awards. Last year, it was our anti-vaping work for CTCP. This year, it was, in part, our pro-marijuana work for Kettle chips. Big thanks to sfBIG for their kind acknowledgement and congrats to the whole Kettle team (one of whom was also named Creative of the Year, but she — or he! — prefers to remain anonymous).
This just in: as this post was being created, we learned that the Kettle “Edibles” billboard just received an Obie for outstanding outdoor last night in New Orleans. Which begs the question: how did we not attend an award show in New Orleans!? We’re getting soft.
Our Hawaiian brethren are back to help us hapless haoles sort out our skewed work/life balance. This time around, they take on the Mainland’s social media absorption among other questionable uses of time. The new vids will run on Facebook in conjunction with TV spots in select markets. The work’s already receiving some nice coverage on Creativity, The Drum and Adweek’s Agency Spy. The Dear Mainland campaign continues to be a great success for Kona Brewing with sales increases in excess of 30% and a coveted spot in the top ten of all craft beer.
While the competition focuses on transaction and technology, Grubhub really understands the near magical moment that occurs when the “food’s here.” To capture the genuine excitement and community a shared meal delivers, DC steered clear of LA and shot in Texas with real people who were really friends. No actors. No scripts. No sets. Because sometimes it takes a late night over tacos al pastor to discover that you’re long lost moisture bros. You can dig into our launch spot above or dive in to some positive press coverage here: Advertising Age, The Drum, Egotist, Crain’s, and Best Ads on TV.