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.
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.
When you’re sick, injured or facing a frightening diagnosis, you want more than just clinical excellence. You want a support system. You want a squad. And John Muir Health has your back. Here’s what our ECD, Anne Elisco-Lemme, had to say about our approach to the new work: “Cancer is probably one of the most terrifying diagnoses anyone could ever hear. So our challenge was to create a :30 spot that speaks to the enormity of the situation while remaining hopeful. We took a page out of how sports brands create epic, emotional and highly visual marketing to tell the story of how your entire medical team at John Muir Health is with you, no matter what life throws your way.”
In its latest effort for the California Tobacco Control Program, DC taps into Californians’ green sensibilities, shifting focus from the health dangers of cigarettes to the environmental dangers of cigarette butts. The “Come Clean” campaign features new TV work and outdoor, including a billboard filled with 12,000 toxic butts scooped up from the streets directly around it.
The 12,000-butt billboard:
One of the cooler new parts of the already pretty cool media plan DC created for Kona Brewing’s 2017 push is a special integrated program with CBS. In addition to our regular spots running during their highly rated Thursday (aka “Little Friday”) primetime lineup, CBS and DC also created special California spots shot on location in LA, Orange County, San Diego, Sacramento and San Francisco. The Hawaiian and Californian spots will run in tandem and also live on local CBS websites. Watch as our brothers spread their island wisdom across the Golden State.
DC just launched a brand new campaign for brand new client, So Delicious. In response to growing demand for plant-based foods, the inaugural work, which spans products across the So Delicious portfolio, emphasizes taste to challenge the misperception that choosing non-dairy somehow equals non-delectable. Look for digital videos and print ads running throughout the summer (aka ice cream season).