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.
At a time when wannabe competitors are trying to get on their natural chip tip, Kettle Brand is answering back with an irreverent new ad campaign. The “Stirring the Pot” work celebrates the brand’s counterculture legacy and all those that zig when others zag. In addition to wild postings, bus shelters, digital radio, Snapchat filters and social content, there’s an outdoor board with actual grab-able bags of chips that gets refilled each day at 4:20pm. “As far as the refill time of the Oregon’s second best edibles billboard, there’s no special significance to that. Just a random time between lunch and dinner,” said executive creative director, Anne Elisco-Lemme. “No story there.”
Already honored as Best in Show at the AdAge/Modern Healthcare awards, D/C’s “Wake Up” campaign kept its roll going in New York Thursday night, snaring silver at the 2016 Effies, the pre-eminent industry award for marketing that drives measurable success. “Wake Up” is DC’s campaign for the California Tobacco Control Program.
The latest honor comes on the heels of a big win last month in the BIG Star Awards, presented by the San Francisco Bay Area Innovation Group, which named “Wake Up” Campaign of the Year, as well as recognition for the StillBlowingSmoke.org website at the tenth annual Pixel Awards.
Introduced last summer, “Wake Up” was the first major campaign in the nation to target the surging use of e-cigarettes, especially among young adults, and has helped spur debate and legislative action across the country. The campaign’s next installment has just launched.
Last night at the sfBIG awards, DC’s campaign for the California Tobacco Control Program took home the top BIG Star prize over a stellar field. “Wake Up” is an integrated effort, across TV, out-of-home, digital and point-of-sale, focused on the issues of e-cigarettes, especially among young people. Thanks to the brilliant judges of the San Francisco Bay Area Innovation Group and to our thoughtful and supportive client. And congrats to the entire creative, account, strategic and comms planning teams, many of whom can be viewed looking good and acting bad in the following funky video.
With a new commercial, two new digital videos, an updated website (StillBlowingSmoke.org) and a new outdoor campaign, D/C has just launched the second year of the State of California’s effort to educate citizens about the potential perils of vaping nicotine. In light of alarming new statistics that are highlighted in the TV spot, there’s a special focus on young people. And a perfectly ironic pop song.
Thirty-two industry judges bestowed top prize on D/C in the non-profit category of the 10th annual Pixel Awards. The award is for design and technology, and the agency won for StillBlowingSmoke.org, the website part of our comprehensive, integrated campaign for the California Tobacco Control Program. Huzzah for health. And us.
From TV to digital to print to a partnership with the Cooking Channel and Chef Kelsey Nixon, Diamond of California is serving up a complete creative feast in its first campaign, launching today, from D/C. With the tagline “Made for Homemade™,” the audience focus is the home cook and baker, while the product focus is Diamond’s premium cooking and baking nuts. Across all platforms, the work emphasizes the fun of a great holiday meal, the versatility of nuts as an ingredient and the creativity that brings them all together. Nom nom.