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Graphis magazine has honored D/C’s campaign for Sanita, the original Danish clog, with a gold award in its 2011 “100 Best in Advertising” annual. Founded in Zurich in 1944, Graphis is one of the world’s most influential graphic arts publications. The competition was judged by a prestigious international jury whose US contingent included Rich Silverstein. All of which ain’t exactly chopped liver, a D/C spokesperson was heard to remark.

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The manufacturers of the original Danish clog, Sanita, have been making shoes for the US market for years. But now they’ve decided to sell them under their own brand. As part of a complete re-branding, we created print ads, POS, banners, social media outreach and a new website. And as part of that process, D/C discovered that the brand’s essence was the wonderfully difficult-to-pronounce, echt-Danish concept of “hygge.” It’s kind of like comfort, but so much more. You really need a Dane to explain. (Click the image above to cue web video.)

Smart money says go to Denmark in July. But when smart money zigs, we zag. So, in January, Andy, Anne and I pack our bags full of clothes only a Californian could possibly believe were suitable for a Scandinavian winter and board a Lufthansa red-eye for Copenhagen.

When we touch down at Roskilde Airport, it’s -8°C (which the driver assures me is balmy). But huddled outside our hotel, with a biting breeze blowing off the Baltic, it feels like -80°C. It’s a special brand of cold this reporter has never experienced. Bitter cold. Relentless cold. Penguin-killing cold. Cold that smacks you in the face with one hand, while snaking up your pants to flash-freeze your junk with the other. Why exactly are we here again?

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Danes — like our client Sanita — are so into the nuances of comfort  they have a special word for it. Hygge. The first consumer campaign for this leading Danish clog maker translates that into words and pics Yanks might grok.

 

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