Oh, it’s happening alright: the new campaign for freshly IPO’d Upwork launches this very morning and portrays an experience familiar to us all in the workaday world: the “oh shit, how am I going to get this done?” moment when an ambitious goal or daunting project lands on our desk. In a colorful, quirky world that’s hip to Upwork’s freelance platform, managers transform their nagging anxiety into the thrill of making things happen. The creative aims to raise awareness of the ability to hire freelancers online as Upwork seeks to disrupt traditional hiring models that can be too slow for the modern pace of business.
After arm-twisting, haranguing and even shedding the occasional tear, DC finally convinced the multi-talented John Kovacevich to join us full-time as executive creative director. John comes to us us after three years as one of the city’s most sought after freelance talents. Before he broke up with the agency world, John worked at Goodby, Silverstein & Partners and FCB West. So how did we get this confirmed bachelor to tie the knot again? Better if we let him tell it: “5 Reasons I Hung Up My Freelance Shingle to Go Full Time.”
As the world-champion Warriors tip off tonight for what will be their final season at Oracle, DC drops a campaign that acknowledges the 47 years of Dubs teams running the floor in Oakland and the loud and loyal fans that were there all along.
In outdoor, digital and broadcast, the “Game Recognize Game” work celebrates the franchise’s legacy through novel pairings of Warriors — old-school and new — playing in perfect sync across a continuum of time.
“The fans know that before the Splash Brothers, there was Run TMC. And Manute, Sleepy, Baron and Barry,” said Parker Channon, co-founder of DC. “Seeing a Warriors super team built across generations feels like a genuine gift to long-time fans and a natural fit for a team that routinely acknowledges the work and history that precedes their accomplishments today.”
DC’s design director, Jennifer Kellogg, had this to add: “Bringing the Game Recognize Game idea to life visually using nearly 50 years of photography was a fun challenge. We were intentional about treating the photography to make players from different decades feel like they’re in the same world, on the same court. And the Game Recognize Game type reflects off itself to convey this sense of appreciation and interaction between generations of players and fans.”
Today marks the launch of DC’s latest campaign for the California Tobacco Control Program and our first since landing a new five-year contract. The work exposes the tobacco industry’s latest deception: using flavors and e-cigarette products that masquerade as snacks and flash drives to hook kids when their brains are most susceptible to addiction. Four out of five kids who’ve used tobacco started with a flavored product.
The country’s largest-ever campaign to take on flavored tobacco includes TV, digital video, radio, and OOH launching April 24 in all 14 markets across California, including Los Angeles, San Francisco, San Diego and Sacramento. The campaign will include creative in Spanish, Cantonese, Mandarin, Korean, Vietnamese and Tagalog, produced with Acento and APartnership, as well as a San Francisco BART station takeover and two painted walls in Los Angeles. See more at FlavorsHookKids.org.