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.
At a time when wannabe competitors are trying to get on their natural chip tip, Kettle Brand is answering back with an irreverent new ad campaign. The “Stirring the Pot” work celebrates the brand’s counterculture legacy and all those that zig when others zag. In addition to wild postings, bus shelters, digital radio, Snapchat filters and social content, there’s an outdoor board with actual grab-able bags of chips that gets refilled each day at 4:20pm. “As far as the refill time of the Oregon’s second best edibles billboard, there’s no special significance to that. Just a random time between lunch and dinner,” said executive creative director, Anne Elisco-Lemme. “No story there.”
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 DC’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 StillBlowingSmoke.org 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.
Their youthful target wasn’t even born when, working out of an old Seattle transmission shop, a couple of beer-lovers who thought they knew better brewed up their first batch of Redhook. Thus was born a craft beer movement that no one had yet thought to call a craft beer movement. Picking up on the brand’s rich origins story, D/C’s new campaign puts “The Grandaddy of Craft” (as the brand tagline has it), alongside a host of other “Seattle Originals” (as the campaign has it). There’s real-life Seattle superhero Phoenix Jones and Seattle’s own King of Rock ’n’ Roll, El Vez. And the Queen City’s Matthew Inman, creator of the wildly popular web comic, The Oatmeal. Redhook, the effort reminds those too young to remember, is not only part of Seattle history and beer history, it’s part of the proudly inventive local community. Launching today, the campaign is playing out across Seattle and an inventive mix of billboards, wild postings, stencils powerwashed onto sidewalks, radio and digital — from paid social to native content to geo-fenced mobile banners near the billboards.
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.
The world may change, but the joyful pandemonium of childhood remains a constant. Being no strangers to that joy ourselves, D/C was excited to be tapped to work on a brand refresh for Stride Rite. The new work includes brand repositioning, a refreshed brand identity system and integrated marketing campaign, and new brand photography produced in collaboration with Cynthia Perez. It encourages parents both to embrace the chaos and to come prepared.
“We’re thrilled to help reintroduce a brand that has been a category leader for nearly a century,” said our chief creative officer and partner, Michael Lemme. “Frankly, this is what we love and do best, and we look forward to building on the great heritage of Stride Rite to engage a whole new generation of moms and dads.”
Over three decades ago, Redhook ESB reimagined what an American beer could be. It was craft before there was such a thing, and it was an unqualified success. So much so, that it started to become a victim of that success. The company’s growing operation and big-time distribution deal had some people starting to look for the next thing. And with time, some began to forget the history. Even in its hometown of Seattle.
Now Redhook is ready to reclaim its rightful role as the OG of craft beer — with a new campaign launching online, outdoor and on the radio this summer. Called the Granddaddy of Craft, the campaign will feature Redhook ESB in its striking throwback package, while reminding whippersnapper beer drinkers to have some respect for their elders.
“Today, there are over 250 craft breweries in Washington. In 1981, there was exactly one,” said D/C’s young-at-heart ECD Parker Channon. “And we’re just here to remind Seattle who started it all.”