Work

Gap
Once a staple of Gap, the classic tee’s luster had begun to fade. They came to us to reignite interest in the shirts by driving mass trial among younger millennials. The answer was to connect our tees to another classic: the concert tee.

With the Be Bright campaign, we secured the rights for Gap to be the official concert tee at the summer’s hottest music festivals. We partnered with Tumblr, Filter and P.S. I Made This to create unique content and exclusive programming to further the brand’s reach.

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We also created customized on-the-ground activations that garnered huge engagement. We even brought some of the coolest bands on the festival bill to flagship Gap stores where influential fashion bloggers helped fans shop festival-ready looks.

Ultimately, we put the brand in front of 1.2 million people. We generated 50 million social media impressions. And of the 100,000 t-shirts for sale, there were exactly zero left.

DC’s thrilled to announce that Gary Stein joins us today as our first chief integration officer. He’s here to accelerate collaboration between our strategy, media and expanded creative team, which now includes experiential and influencer experts thanks to our recent acquisition of A2G.

Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player. Poised to continue the brand’s successful awareness-building, watch for the commercials all up and down your TV dial and across the digital universe.

Our director of purpose practice, MJ Deery, has a byline in the latest Advertising Age urging brands to move beyond token diversity to richer, more meaningful “normalization.” If you missed it, you can find a tidy summation here. Smart and important stuff. You’d be wise to check it out.