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.
Work + News
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.
Chinese frozen food brand, InnovAsian, was languishing with low awareness and living in the long, chilly shadow of category king, PF Chang’s. Fix that, they said.
New business and beyond
DC is pleased to announce the arrival of Noel Johnson as our first director of marketing and client engagements.
A new leader in a new role
Gary Stein joins DC as our first chief integration officer. He’s here to accelerate collaboration between strategy, media and creative.
Nicotine: the teen nightmare
Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.
How sweet (and also tart) it is
It’s not just the sugar talking when we say that we’re so fired up about our new client: iconic candy brand and childhood favorite, SweeTARTS.
Buy stuff, get Steph
Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player.
New partner, new locations, new DC
We’re thrilled to announce the acquisition of A2G, a pioneering experiential and social influencer agency with offices in LA and New York.