News
The California Tobacco Control Program, the state program who works to reduce the health impact and premature deaths due to tobacco use, has selected D/C as its full-service ad agency of record after a comprehensive review. The contract, which began this month, covers advertising strategy, creative and media, and runs for up to five years.
Over the past two decades, the CTCP has proven remarkably successful, helping reduce California adult smoking rates by half, to 12% — the second lowest in the US.
Said D/C CEO Andy Berkenfield: “As Californians, as parents and – some of the team — as cancer survivors, we couldn’t be more honored and excited to collaborate on this great cause with this enormously successful CTCP team.”
And if, befitting the seriousness of the task (and the seriousness with which we take it), this announcement seems uncharacteristically sedate, it’s only because you can’t see us all jumping up and down.
Work + News
This Golden Road work isn’t good
People always ask: You good? But that indicates a pretty baseline, “just okay” type of good. DC’s new campaign for Golden Road asks a question that aims a little higher from a city that does the same.
El Secreto esta en el balance
Nuestro nuevo comercial para la cerveza Mango Cart de Golden Road establece una conexión alegre entre la tradición Mexicana de bailar mientras se equilibra una cerveza abierta en la cabeza con el sabor de la deliciosa cerveza con infusión de mango de Golden Road.
Drink to the future
Organic wine industry pioneer, Bonterra Organic Estates, bolsters brand leader status with a future forward, fashionably chic campaign from DC.
Test it. Treat it. You can beat it.
COVID fatigue is real, but so are the treatments. Pushing through that barrier with a sing-along? Now that’s contagious in the best way.
Voyaging past the reef
Ahead of their 75th anniversary, our friends at Outrigger Resorts asked us to help elevate the brand for a global stage.
Brand metrics meet media metrics in the Table™
Leveraging Lucid’s large-scale consumer panel and audience technology, Duncan Channon now puts brand-building alongside media metrics, powering greater optimization and growth.
Plant-based partnership
After a competitive review, DC “inked” a deal to become social and digital AOR for Tattooed Chef, one of the country’s fastest growing plant-based food brands.
Helping Rosetta spread the word
Against competitive headwinds, DC reintroduces Rosetta Stone as the leader in deep, nuanced language learning with ads so cute you want to pinch them.
Empathy wins
DC is honored to announce that our work for the California Tobacco Control Program to help smokers quit in an empathetic way has been recognized with a Clio Health award.
TikTok campaign breaks records
e.l.f. celebrates self-expression and individuality with beauty products for every #eyeslipsface through the most viral organic TikTok campaign ever created.
Hope and dance for foster kids
Our latest project for SFCASA is a short film featuring a former foster youth who tells his story through dance.
The Little Big Lie
Our new campaign for the California Tobacco Control Program calls out Big Tobacco on the cigarette butts polluting our Earth - and bodies - with harmful microplastics.
TikTok campaign breaks records
e.l.f. celebrates self-expression and individuality with beauty products for every #eyeslipsface through the most viral organic TikTok campaign ever created.
When the clinic’s a carnival
How do you convince a particularly hesitant group of Californians to get vaccinated for Covid-19? With free games, music, food, slushies and a great big Ferris wheel.
Brow besties, IRL
To re-energize their brow line, e.l.f. rolled out a digital campaign with real-life besties and beauty influencers Roxette Arisa and Yesenia Hipolito, and celebrated with a fabulous dinner produced by DC.
Coachella x Tattooed Chef
DC’s experiential team partnered with Tattooed Chef—bringing the brand’s edgy, purpose-driven ethos to life at Coachella’s 2022 return.
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.
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.
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.
Nabela Noor for e.l.f.
DCLA created a can’t-miss launch event for Bangladeshi-American sensation Nabela Noor’s collaboration with e.l.f. Cosmetics.
Gap
With the Be Bright campaign, we secured the rights for Gap to be the official concert tee at the summer’s hottest music festivals.
Universal Orlando
Universal Orlando leveraged DCX’s stable of influencers to reach the difficult-to-reach teen and tween audience — and succeeded 40 million times over.
e.l.f. 2020 Halloween activation
Duncan Channon’s LA team kept the halloween spirit alive by bringing a spooky holiday pop-up straight to beauty influencers’ homes.
Beautyscape influencers launch e.l.f. collection
It’s a beautiful day at DCLA with the launch of the e.l.f. Cosmetics Retro Paradise collection — the new collection from e.l.f.’s Beautyscape winners Alissa Holmes, Diana Curmei, Elicia Aragon, Jessa Green and Valeria Loren.
