To signify dorkishness, the 2001 movie Ghost World, set among contemporary twenty-somethings, clothed a character in a Hard Rock t-shirt. One measure (you surely have your own) of how far this 30-year-old brand had fallen. So D/C’s work, in close collaboration with Hard Rock’s new management team, started by clarifying and then communicating a new brand strategy to a confused rank-and-file. It continued on through revising the menus (graphically and otherwise), reviving merchandise sales and, through advertising, promotions and events, re-connecting the brand to contemporary culture and contemporary customers. Along the way, the agency completed a comprehensive, top-to-bottom design overhaul, which has now been awarded top honors from the prestigious REBRAND 100 competition, a worldwide contest that recognizes excellence involving both design and strategy.
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Work + News
While the competition focused on transaction and technology, Grubhub really understood the near magical moment that occurs when the “food’s here.”
California Tobacco Control Program | Social Smoking
Daily smoking has been on the decline for decades and yet casual smoking is actually on the rise. How do we get at-risk groups to see social smoking for what it is: plain old dangerous, unhealthy smoking.
Cotteleer talks COVID-19 in Adweek
As we seek to chart our way through the uncharted, DC’s Amy Cotteleer shares her thoughts on brands’ best course of action during the pandemic.
Another sweet new client
If you missed it in Adweek and Ad Age, DC went to the Black Forest and hit the gummy bear motherlode.
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.
Golden State Warriors
One of the greatest teams ever assembled was just about to leave the city that supported them through thick and thin for 47 years. How do they say good-bye?
Upwork goes nationwide
This week marks the launch of Upwork’s first national campaign. Broadcast TV, digital video and radio show us how all our offices could, in fact, be much larger than we realize.