Work

Experiential

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Gap “Be Bright”

Once a staple of Gap, the classic tee’s luster had begun to fade. They came to us to reignite interest in the shirts by driving mass trial among younger millennials. The answer was to connect our tees to another classic: the concert tee.

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Real cool

The Hard Rock memorabilia collection encompasses 70,000 fascinating pieces — from Prince’s tiny purple boots to the handwritten lyrics for “Imagine” to thousands of guitars — and is 100% real. It’s also the basis of the brand’s authenticity. The goal here was to enable the entire world, beyond even the millions of annual in-person visitors, to get up-close and personal with the objects — and with the brand’s enduring coolness. The site, featuring Deep Zoom technology, became the foundation for digital kiosks, walls and tables at all properties.

Our director of purpose practice, MJ Deery, has a byline in the latest Advertising Age urging brands to move beyond token diversity to richer, more meaningful “normalization.” If you missed it, you can find a tidy summation here. Smart and important stuff. You’d be wise to check it out.

Tobacco flavors that seem fun and vaping devices that look like tech gadgets have led teens, and even parents, to underestimate the damage of nicotine. Most people know it’s addictive. But addiction is only the beginning. Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.

DC is pleased to announce the arrival of Noël Johnson as our first director of marketing and client engagements. Noël’s here to help us secure and onboard new clients, but also to continue engaging over time as a true client advocate. Her hybrid role offers clients additional senior leadership involvement as part of DC’s commitment to building close, productive long-term relationships with clients.