Oh, it’s happening alright: the new campaign for freshly IPO’d Upwork launches this very morning and portrays an experience familiar to us all in the workaday world: the “oh shit, how am I going to get this done?” moment when an ambitious goal or daunting project lands on our desk. In a colorful, quirky world that’s hip to Upwork’s freelance platform, managers transform their nagging anxiety into the thrill of making things happen. The creative aims to raise awareness of the ability to hire freelancers online as Upwork seeks to disrupt traditional hiring models that can be too slow for the modern pace of business.
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.”
Today marks the launch of DC’s latest campaign for the California Tobacco Control Program and our first since landing a new five-year contract. The work exposes the tobacco industry’s latest deception: using flavors and e-cigarette products that masquerade as snacks and flash drives to hook kids when their brains are most susceptible to addiction. Four out of five kids who’ve used tobacco started with a flavored product.
The country’s largest-ever campaign to take on flavored tobacco includes TV, digital video, radio, and OOH launching April 24 in all 14 markets across California, including Los Angeles, San Francisco, San Diego and Sacramento. The campaign will include creative in Spanish, Cantonese, Mandarin, Korean, Vietnamese and Tagalog, produced with Acento and APartnership, as well as a San Francisco BART station takeover and two painted walls in Los Angeles. See more at FlavorsHookKids.org.
DriveTime was purpose-built to be the auto dealer for all those with bad credit. Because it not only offered credit-crunched customers much-needed cars, but also acted as the bank extending loans where other financial institutions wouldn’t. Its proprietary algorithm evaluated consumers in a more holistic way, put tens of thousands behind the wheel and grew the company to a billion-dollar market leader.
But it was that algorithm, along with a suite of other consumer-focused technological innovations, that propelled DriveTime to consider a new, wider audience. The innovative online services they provide, like knowing your down and monthly payments on a particular vehicle in just two minutes, are valuable to any consumer and really represent a smarter car-buying process.
That new direction is front and center in a new $50 million campaign launching today. Shot by the Perlorian Brothers with stunning visual effects by Freefolk, the spots ask the all-important question: if you’re not buying your car at DriveTime, how smart are you?
Today marks the launch of DC’s first campaign for Upwork, a global network of freelance talent. But, as the campaign has it, this is more than some indiscriminate mob of freelancers from here, there and everywhere. Rather, this is a unified movement of motivated people — freelancers and managers alike — here to roll up collective sleeves and make stuff happen. And like any good movement, they aren’t afraid to speak truth to power with a hearty “Hey! How can we help?”
“Upwork is a vibrant, expressive brand that’s contagiously optimistic about the potential of freelancers to solve big problems and drive the evolution of business,” said Michael Lemme, chief creative officer, Duncan Channon. “The ‘Hey World’ campaign has some fun, but is serious about the idea that talented freelancers can get stuff done for people who need stuff done, including some brands, artists, institutions and pop culture figures you know.”
All videos below, after the jump.
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 going to the show, you guys! Look for our Stand Up To Cancer spot during game four of the series. As part of a long-term partnership with the MLB, the campaign for SU2C challenges the common perception that the only way to beat cancer involves one monolithic cure. DC’s spot points out that every innovation — no matter how seemingly small — is a step toward victory. Plus, Adweek thinks it’s a winner.
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.