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Guess what? 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.
That’s right, the tobacco industry is in the middle of a massive rebrand — one where they want you to believe that they’re acting in the best interest of public health. One where they alone can solve the problem that they, of course, created in the first place. And how is Big T going to swing that? With vapes and other smokeless products that not only can be more addictive, but come with their own lengthy list of health harms.
Their friendship is fantasy and their solution a fraud. And our new 360-degree campaign is here to dispel the disinformation and sound the alarm.
The TV and online spots, shot by renowned director Emmanuel Adjei, depict worlds of pastel serenity and high-tech sheen slowly peeled back to reveal the isolation, addiction and harm beneath. For the outdoor and other static work, we recreated the feeling of being a victim of tobacco’s fantasyland, using fractured portraiture juxtaposed with tranquil color spaces.
The campaign is running across California and reaching at-risk audiences in six different languages.
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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.
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.
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.
Animating anti-smoking
The spots are animated. The struggle is real. True tales of former smokers on the perilous path to quitting.
