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).
Our own ECD Anne Elisco-Lemme is featured in the latest edition of The Drum’s Beyond The Brief with words of wisdom for all you creatives out there looking to make your mark.
In addition to relaying her trenchant career advice, the article teasingly makes mention of her Led Zeppelin tribute band, Black Dog, while providing no photographic evidence. Let’s rectify that egregious oversight right now. (Anne’s the one holding it down in the middle.)
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.
DC is thrilled to announce the arrival of not only a true talent, but an important new agency offering. Today, we welcome MJ Deery as the first director of our social purpose practice. “In an increasingly connected world and given our current political climate, a brand’s values, actions and social impact matter more than they arguably ever have,” said CCO and partner, Michael Lemme. “It’s no longer optional. It’s a vital component of a healthy brand.”
“We’ve always marveled at MJ’s gift for strategic insight, creative leadership and artful storytelling, but it became clear we needed to create a purpose-driven role for her when she revealed a deep personal passion and understanding of how consumer expectations, social media and politics are transforming the role of brands as citizens.”
Prior to joining DC, MJ served as a creative director at Mekanism where she worked on campaigns for Nordstrom, Jim Beam and Alaska Airlines. Her brand-side experience includes copywriting roles at Gap and Levi’s Strauss & Co. And to further prove she’s no slouch in the typing department, MJ holds an MFA in creative writing and literature from Emerson College, and has published short stories in literary journals around the country. Here’s what she had to say:
“DC’s campaigns to call out big tobacco for the California Tobacco Control Program and to herald doctors who actually listen for John Muir Health showed me they make work that matters. They were the first agency I pitched to create this role because of their work and our shared perspective on how human connections, transparency and values shape our experience.”
Welcome aboard, MJ.
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.”
Last night at the sfBIG awards, DC’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.