The Tip Post
A reform politician named McDonough Norris expressed his outrage at “this grand larceny on a scale never before witnessed” and demanded Grant’s arrest. But no one could find an applicable statute, and anyway this dazzling feat of both engineering and, in one tabloid columnist’s frank opinion, “balls” had already found a place in the town’s legend, just as its author, Adam Grant, had found a place in its people’s hearts.
And the old top of the Tip, all thousand-square-feet of it — many times modified, but never obliterated — is there today, its curious history explaining why a visitor travels via one elevator to the 14th floor, but must change to another for the trip from 14 to 15.
One thing that has changed, if only slightly, is the name of the building atop which perches the Tip. Two years after Adam passed away in Panama during a fishing expedition (literally, he was eaten by an alligator) at the age of 63, San Francisco was struck by the great earthquake of 1906. The US Grant Building was severely damaged. Worst of all, the Tip — “recklessly” tacked on to the building 20 years earlier (according to the city inspector’s failure analysis) — slipped its moorings, and fully half the structure dangled menacingly over Sansome (the street’s name had been modernized) for more than 17 days. City inspectors marked the entire building a loss and scheduled it for the soonest possible demolition. But, alerted by the newspapers, the stricken population managed to raise a phenomenal hue and cry. In fact, some history books note that the beginning of San Francisco’s post-quake renaissance began when the citizens, seemingly as one, stood up for the Tip.
Once again, the Tip was saved, as was the building. And following the painstaking restoration of the structures, the city’s aroused citizens further petitioned that the U.S. Grant Building be renamed the Adam Grant Building in honor of the roguish local hero who had once captured their hearts.
And so it was. And is.
Previous · Chapter 8
A slyce off ye olde tip
Next · Chapter 10
Masons, millionayres & the Birthe of the Cool
Work + News
Nicotine = Brain Poison = Clio
Our work for CTCP has awakened parents to the teen vaping epidemic and won a slew of awards in the process (not nearly as important, but nice). The latest is that most venerable of ad accolades: the Clio.
SGX NYC | #hairgoals
SGX NYC wanted to increase awareness around winning two Allure Best of Beauty Awards and reinforce the brand’s positioning with cost-conscious consumers looking for premium products. We hit the bullseye with three well-known #hairgoals influencers.
Citi | “Citigrammers”
Citi wanted to increase awareness and favorability on social media, particularly within the music and dining categories. We assembled a team of influential visual artists to create the sort of shareable content the brand couldn't.
Million-dollar talent from Upwork
To support COVID-19 projects, Upwork is donating a million dollars of time from their network of independent professionals. And who better to tell us about it than the pros themselves?
e.l.f. Cosmetics | Coachella
e.l.f. wanted to launch Beauty Shield, an all-new skincare line powered with antioxidants and SPF to help protect your skin against environmental aggressors. DCLA provided the perfect testing ground.
Cotteleer in Campaign US
DC’s chief experience officer speaks with Campaign about the virtual world and how COVID-19 has actually brought DC’s SF and LA offices closer.
Empowering the pandemic parent
Amy, along with our CEO Andy, talking to MediaPost about the agency’s support plan for working parents suddenly at home with kids.
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.
While the competition focused on transaction and technology, Grubhub really understood the near magical moment that occurs when the “food’s here.”
California Tobacco Control Program | Social Smoking
Daily smoking has been on the decline for decades and yet casual smoking is actually on the rise. How do we get at-risk groups to see social smoking for what it is: plain old dangerous, unhealthy smoking.
Cotteleer talks COVID-19 in Adweek
As we seek to chart our way through the uncharted, DC’s Amy Cotteleer shares her thoughts on brands’ best course of action during the pandemic.
Another sweet new client
If you missed it in Adweek and Ad Age, DC went to the Black Forest and hit the gummy bear motherlode.