It’s fun to be sworn to secrecy. And for the last two months, until 9:30 this morning, Duncan/Channon has been just that.
Two months ago Microsoft gave the greenlight for D/C and our development partner, Vertigo, to create the first website to use Deep Zoom technology. Part of the new Silverlight plug-in, Deep Zoom effectively adds another dimension to the navigation of web pages, beyond scrolling horizontally and vertically, allowing users to seamlesssly zoom in — way in — on an object or group of objects.
Needless to say, this unreleased technology was a perfect match for the new memorabilia site we had begun designing for Hard Rock, which is to ultimately encompass 70,000 items from an unparalleled collection of historic rock treasures.
At a meeting in Redmond, Microsoft liked our proposed design so much they not only shared their new technology, they invited us to share the stage at their prestigious MIX Conference in Las Vegas, which kicked off this morning.
D/C was introduced to Microsoft by Vertigo, a longtime Microsoft developer and former client of D/C (we did their upside-down-and/or-backwards logo) and the obvious choice when we began seeking a powerhouse partner to develop this complicated site.
Conceived and designed by D/C and built by the brilliant — and inexhaustible — Vertigo, with copy by D/C’s resident ex-rock critic Bob Duncan and Hard Rock’s own expert extraordinaire, Jeff Nolan, the initial version of the site went live today with more than 250 items — from Madonna’s bustier to the Beatles’ Magical Mystery Tour bus. Each item also includes contextual information and relevant video or web links. One preliminary tester said: “I could get lost in this for hours.”
We think it’s that kind of site.
And, of course, it’s just the tip of the iceberg. Coming soon: hundreds of memorabilia items will become thousands, plus new features such as text and photo commenting and a memorabilia widget that will enable users to share their favorite pieces (and eventually their own custom collections) in an embeddable, interactive window (a la YouTube videos).
See more digital work for Hard Rock here.
Work + News
Vaccination: our state’s best shot
As reported in AdAge and Adweek, DC was awarded the state’s $40 million campaign to bolster public confidence in Covid-19 vaccinations. And work is already underway on this critical effort.
The spots are animated. The struggle is real. True tales of former smokers on the perilous path to quitting.
InnovAsian: The Next Generation
DC is back with seconds of our award-winning, supply-chain-busting InnovAsian Occasion campaign now running on stations across the nation.
Not only did viewers rank the TV spots above those of market leaders Corona and Dos Equis, they gave them the third highest score for any alcohol-related ad that year. Which might be one good reason for a frothy 37% sales increase.
Beautyscape in the Bahamas
Created by DCLA for e.l.f., the fifth installment of the award-winning influencer program is now underway in the Bahamas. And garnering more heat than ever.
SweeTARTS' Be Both is back
After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.
CBS x Alfred Coffee · Emmy Awards
DCLA partnered CBS Studios with Alfred Coffee to reach Emmy voters and garner support for Star Trek: Picard. The timely work tapped into the diversity and inclusion central to Gene Roddenberry’s original vision.
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.
Even the mild-mannered have something inside that drives them wild. And thanks to StubHub that wild thing is busting out all over.
Gap · Dress Normal
Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.
This way to health insurance
Today marks the launch of our first campaign for Covered California as part of a five-year, $400-million effort to help all Californians get the health insurance they need.
The “Stirring the Pot” work celebrates Kettle Brand's counterculture legacy and all those that zig when others zag.