The Japanese e-commerce giant dropped its first ever North American campaign during last night’s Grammy Awards. Directed by acclaimed Israeli duo Vania & Muggia (check out their vids for Coldplay and DJ Snake), the TV introduces Rakuten as a premium lifestyle brand for savvy online shoppers.
The work is just the first public piece of a months-long, ground-up brand overhaul that saw DC helping to determine how the brand expresses itself in every dimension, including strategy, style guidelines and even the product itself.
As the world-champion Warriors tip off tonight for what will be their final season at Oracle, DC drops a campaign that acknowledges the 47 years of Dubs teams running the floor in Oakland and the loud and loyal fans that were there all along.
In outdoor, digital and broadcast, the “Game Recognize Game” work celebrates the franchise’s legacy through novel pairings of Warriors — old-school and new — playing in perfect sync across a continuum of time.
“The fans know that before the Splash Brothers, there was Run TMC. And Manute, Sleepy, Baron and Barry,” said Parker Channon, co-founder of DC. “Seeing a Warriors super team built across generations feels like a genuine gift to long-time fans and a natural fit for a team that routinely acknowledges the work and history that precedes their accomplishments today.”
DC’s design director, Jennifer Kellogg, had this to add: “Bringing the Game Recognize Game idea to life visually using nearly 50 years of photography was a fun challenge. We were intentional about treating the photography to make players from different decades feel like they’re in the same world, on the same court. And the Game Recognize Game type reflects off itself to convey this sense of appreciation and interaction between generations of players and fans.”
How do you get the next generation of craft beer lovers to take notice, to see you in a new light? The answer for Redhook wasn’t an ad campaign. The answer was an experience. A brewpub that put Redhook’s pioneering, innovative techniques on display. Named and designed by yours truly.
Craft beer is like indie music. If you get too popular, you’re no longer cool. Just ask Redhook. In the early ’80s, they took off like a rocket, Anheuser Busch came calling and the brand was labeled a sellout. “Budhook!” the beer nerds snickered. Never mind that Redhook basically invented the craft beer category they were tossed out of.
So how do you get the next generation of craft lovers to take notice, to see you in a new light? The answer wasn’t an ad campaign. The answer was an experience. A brewpub that put Redhook’s pioneering, innovative techniques on display.
“We knew we had to bring Redhook’s values to life rather than merely talk about them,” said DC’s CCO Michael Lemme. “In developing the Brewlab concept and identity, our job was to make sure everything from the name to the smallest detail in the customer experience communicated how Redhook Brewlab is purpose-built to experiment, innovate and test the results on Seattle humans of legal drinking age.”
More images after the jump.
We’re proud to finally unveil a comprehensive rebrand for leading online learning platform, Udemy. The new brand identity system, featuring custom art and lettering by the Bézier wizards at Underware, is fluid and rhythmic, reflecting the lifelong, iterative nature of learning. The new tagline, “Be Able” evokes the potential of personal transformation through education. Better get to school.
After many successful years, along with a well-deserved induction into Adweek’s Mascot Hall of Fame, StubHub’s Ticket Oak has been sent to live on a big farm in the countryside where he’s very happy and not dead at all so stop with the questions already.
Today a new campaign emerges from that puppet’s long, weird shadow. Called “Let Your Fan Out,” the work champions StubHub as more than a place to get a ticket you want, but rather a place that knows when there’s a ticket you want before you even know you want it. As such, even the busiest of people will find more opportunities to let their previously neglected inner fans out.
A robust TV buy, starting with a spot on tonight’s telecast of Monday Night Football, is matched with a deep digital presence, including all manner of rich media, scores of page takeovers on sites like ESPN and streaming video pretty much everywhere video streams.
Plus, all the work features StubHub’s sharp new brand ID, also created by D/C. More on that below.
The world may change, but the joyful pandemonium of childhood remains a constant. Being no strangers to that joy ourselves, D/C was excited to be tapped to work on a brand refresh for Stride Rite. The new work includes brand repositioning, a refreshed brand identity system and integrated marketing campaign, and new brand photography produced in collaboration with Cynthia Perez. It encourages parents both to embrace the chaos and to come prepared.
“We’re thrilled to help reintroduce a brand that has been a category leader for nearly a century,” said our chief creative officer and partner, Michael Lemme. “Frankly, this is what we love and do best, and we look forward to building on the great heritage of Stride Rite to engage a whole new generation of moms and dads.”
If, like us, you can’t get enough of Ticket Oak, this Q3 roundup is for you: First, the deciduous celeb was invited to bare all in ESPN magazine’s annual “Body Issue” — an honor and a horror, simultaneously (NSFW!). Second, he’s offering couples dubious marriage counseling in a new TV spot. Third, and no less impressive, he’s appearing on the sides of StubHub food trucks, dispensing “Hot Seats Eats” in major cities across the country. What’s more, T.O. is branching out into pop-up stores, appearing virtually and fully-animated, so fans can snap a selfie with their “favorite” (his description) star. And, finally, the big barker is all over the NFL homepage and ESPN properties, including Grantland, and continues to tear up social media, cracking wise and sporting exceedingly oversized shades.
View the full case study.