Founded in the mid-seventies by the late singer-songwriter Harry Chapin (“Cats in the Cradle,” “Taxi,” etc.) and DJ Bill Ayres, WhyHunger (formerly World Hunger Year) is dedicated to getting at the root causes of hunger and the poverty that inevitably accompanies it. They do this by finding and funding grassroots groups that are having a measure of success and then sharing those successful techniques with other grassroots groups, and so on.
D/C got involved with WhyHunger two years ago when the agency conceived and designed a benefit CD for the group that featured songs by Bruce Springsteen, Aerosmith and the Hold Steady, among many others, and was sponsored by Hard Rock. The collection was called Serve, and its success led to D/C developing Serve2, with a new set of songs from new and veteran artists, including Springsteen and the Hold Steady again. This time, with the help of the digital distribution company The Orchard, the set was picked up by iTunes and featured on localized iTunes sites around the world, leading to a whole new level of publicity and funds for fighting hunger. In October, D/C also completed a brand overhaul for the 30-year-old organization. The powerfully simple logo picks up the word “why,” but adds a period after it — because this group is not about just asking questions, it’s about real-world solutions. And currently in progress is a new WhyHunger website, with information architecture, visual design and copy by D/C.
The client reports that, in part due to the new branding and accompanying advertising from D/C, their fall fundraiser shattered all previous records. And, after all, that’s what it’s all about.
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.