DriveTime was purpose-built to be the auto dealer for all those with bad credit. Because it not only offered credit-crunched customers much-needed cars, but also acted as the bank extending loans where other financial institutions wouldn’t. Its proprietary algorithm evaluated consumers in a more holistic way, put tens of thousands behind the wheel and grew the company to a billion-dollar market leader.
But it was that algorithm, along with a suite of other consumer-focused technological innovations, that propelled DriveTime to consider a new, wider audience. The innovative online services they provide, like knowing your down and monthly payments on a particular vehicle in just two minutes, are valuable to any consumer and really represent a smarter car-buying process.
That new direction is front and center in a new $50 million campaign launching today. Shot by the Perlorian Brothers with stunning visual effects by Freefolk, the spots ask the all-important question: if you’re not buying your car at DriveTime, how smart are you?
Today marks the launch of DC’s first campaign for Upwork, a global network of freelance talent. But, as the campaign has it, this is more than some indiscriminate mob of freelancers from here, there and everywhere. Rather, this is a unified movement of motivated people — freelancers and managers alike — here to roll up collective sleeves and make stuff happen. And like any good movement, they aren’t afraid to speak truth to power with a hearty “Hey! How can we help?”
“Upwork is a vibrant, expressive brand that’s contagiously optimistic about the potential of freelancers to solve big problems and drive the evolution of business,” said Michael Lemme, chief creative officer, Duncan Channon. “The ‘Hey World’ campaign has some fun, but is serious about the idea that talented freelancers can get stuff done for people who need stuff done, including some brands, artists, institutions and pop culture figures you know.”
All videos below, after the jump.
Craft beer is like indie music. If you get too popular, you’re no longer cool. Just ask Redhook. In the early ’80s, they took off like a rocket, Anheuser Busch came calling and the brand was labeled a sellout. “Budhook!” the beer nerds snickered. Never mind that Redhook basically invented the craft beer category they were tossed out of.
So how do you get the next generation of craft lovers to take notice, to see you in a new light? The answer wasn’t an ad campaign. The answer was an experience. A brewpub that put Redhook’s pioneering, innovative techniques on display.
“We knew we had to bring Redhook’s values to life rather than merely talk about them,” said DC’s CCO Michael Lemme. “In developing the Brewlab concept and identity, our job was to make sure everything from the name to the smallest detail in the customer experience communicated how Redhook Brewlab is purpose-built to experiment, innovate and test the results on Seattle humans of legal drinking age.”
More images after the jump.
We’re going to the show, you guys! Look for our Stand Up To Cancer spot during game four of the series. As part of a long-term partnership with the MLB, the campaign for SU2C challenges the common perception that the only way to beat cancer involves one monolithic cure. DC’s spot points out that every innovation — no matter how seemingly small — is a step toward victory. Plus, Adweek thinks it’s a winner.
We’re proud to finally unveil a comprehensive rebrand for leading online learning platform, Udemy. The new brand identity system, featuring custom art and lettering by the Bézier wizards at Underware, is fluid and rhythmic, reflecting the lifelong, iterative nature of learning. The new tagline, “Be Able” evokes the potential of personal transformation through education. Better get to school.
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:
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.