Loyalty or discount program advertising often dwells in the downscale world of the coupon clipper — a turnoff to savvier online shoppers. Our strategy was to present Rakuten as every bit as premium as the brands it offered rebates on.
Behind the Grammy-premiering TV spots was 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.
1 January 2021 · Posted in Rakuten Brand identity Broadcast and video
Work + News
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.
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.
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.
Kona makes the playoffs
After eight great seasons, our winning Dear Mainland campaign makes its NFL playoff debut. Check out the brothers’ latest gameplan for a life well-lived.
Vaccinations, empathy, and equity
The “Let’s get to immunity” campaign, for the California Department of Public Health, counters COVID-19 vaccine hesitancy by meeting people where they are, and rooting every message in empathy and respect.
Catching “Waves” with Kelly Slater
Fresh off an exclusive in Adweek, our latest work for Kona Brewing is ready to make waves all summer long. And this time surfing legend Kelly Slater is along for the ride.
The spots are animated. The struggle is real. True tales of former smokers on the perilous path to quitting.
InnovAsian: The Next Generation
DC is back with seconds of our award-winning, supply-chain-busting InnovAsian Occasion campaign now running on stations across the nation.
Not only did viewers rank the TV spots above those of market leaders Corona and Dos Equis, they gave them the third highest score for any alcohol-related ad that year. Which might be one good reason for a frothy 37% sales increase.
SweeTARTS’ Be Both is back
After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.
Even the mild-mannered have something inside that drives them wild. And thanks to StubHub that wild thing is busting out all over.