News

D/C tops REBRAND 100 for Hard Rock branding, design

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.

View the full case study.

Work + News

Nicotine = Brain Poison = Clio

Our work for CTCP has awakened parents to the teen vaping epidemic and won a slew of awards in the process (not nearly as important, but nice). The latest is that most venerable of ad accolades: the Clio.

SGX NYC | #hairgoals

SGX NYC wanted to increase awareness around winning two Allure Best of Beauty Awards and reinforce the brand’s positioning with cost-conscious consumers looking for premium products. We hit the bullseye with three well-known #hairgoals influencers.

Citi | “Citigrammers”

Citi wanted to increase awareness and favorability on social media, particularly within the music and dining categories. We assembled a team of influential visual artists to create the sort of shareable content the brand couldn't.

Million-dollar talent from Upwork

To support COVID-19 projects, Upwork is donating a million dollars of time from their network of independent professionals. And who better to tell us about it than the pros themselves?

e.l.f. Cosmetics | Coachella

e.l.f. wanted to launch Beauty Shield, an all-new skincare line powered with antioxidants and SPF to help protect your skin against environmental aggressors. DCLA provided the perfect testing ground.

Cotteleer in Campaign US

DC’s chief experience officer speaks with Campaign about the virtual world and how COVID-19 has actually brought DC’s SF and LA offices closer.

Empowering the pandemic parent

Amy, along with our CEO Andy, talking to MediaPost about the agency’s support plan for working parents suddenly at home with kids.

Rakuten

Loyalty or discount program advertising often dwells in the downscale world of the coupon clipper — a turnoff to savvier online shoppers. Our strategy was to present Rakuten as every bit as premium as the brands it offered rebates on.

Grubhub

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.