Work
When the COVID-19 vaccine arrived in record time, there were those who jumped into line, sleeves rolled up, ready for their shot. But not everyone’s lived experience gave them that kind of confidence in the medical system. The Black and brown Californians who were most hurt by the virus were also the most likely to have trouble putting their lives in the governments’ hands, a justifiable mistrust.
Featuring real Californians and made by California directors and photographers with deep roots in their communities, the campaign appears in English as well as 22 additional languages. It acknowledges that people have questions, but also that everyone deserves answers. Above all, it allows space for each individual’s journey to vaccine acceptance.
Our media team used up-to-date consumer sentiment data around vaccine hesitancy, vaccination data and campaign performance to inform programmatic media adjustments that reach the most hesitant communities. We effectively optimized the total marketing spend for greatest impact against the largest public health crisis in a generation.
Paid and organic social offered a chance for deeper dives to answer complex questions about how the vaccine was developed and how it works. AMAs allowed people the chance to ask experts questions directly, and personal narratives focused on Californians’ real experiences with the vaccine. Experiential activations included a real-life carnival.
When the pandemic struck, there were those who longed for things to get back to normal. For this audience, normal wasn’t good enough and going backward isn’t an option. In the end, the COVID-19 vaccines offer something far more powerful: a way to move forward.
Work + News
“We’ve changed!” says Big Tobacco
Guess what, all? The industry that’s responsible for more death and disease than any other and continues to peddle six trillion cigarettes a year is now your friend. Go figure.
Kona Big Wave goes even bigger
After a decade of leading creative for Kona Big Wave, DC’s “Bring the Aloha” campaign relaunches the brand for a broader audience, moving beyond its craft roots to a priority position in AB InBev’s premium beer portfolio.
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.
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.
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.
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.
