Work + News

All the top advertising agency news you’d expect. Along with award-winning work from our San Francisco and Los Angeles offices. Along with smatterings of goofy marginalia you didn’t know you needed until just this moment.

SweeTARTS' Be Both is back

After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.

Beautyscape influencers launch e.l.f. collection

It’s a beautiful day at DCLA with the launch of the e.l.f. Cosmetics Retro Paradise collection — the new collection from e.l.f.’s Beautyscape winners Alissa Holmes, Diana Curmei, Elicia Aragon, Jessa Green and Valeria Loren.

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.

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.

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.

Rakuten

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.

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.

Grubhub

While the competition focused on transaction and technology, Grubhub really understood the near magical moment that occurs when the “food’s here.”

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.

California Tobacco Control · 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.

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.

Redhook Brewlab

Craft beer is like indie music. If you get too popular, you’re no longer cool. Just ask Redhook. In the early ’80s, they took off like a rocket, Anheuser Busch came calling and the brand was labeled a sellout. “Budhook!” the beer nerds snickered.

Upwork goes nationwide

This week marks the launch of Upwork’s first national campaign. Broadcast TV, digital video and radio show us how all our offices could, in fact, be much larger than we realize.

Udemy

DC developed a stylish back-to-school look for this growing learning platform. A new brand identity and comprehensive visual system celebrated the diversity of teachers and students and brought humanity to a previously transactional-feeling platform.

Beautyscape in the Bahamas

Created by DCLA for e.l.f., the fifth installment of the award-winning influencer program is now underway in the Bahamas. And garnering more heat than ever.

Golden State Warriors

One of the greatest teams ever assembled was just about to leave the city that supported them through thick and thin for 47 years. How do they say good-bye?

New business and beyond

DC is pleased to announce the arrival of Noel Johnson as our first director of marketing and client engagements.

e.l.f. Cosmetics · Cruelty-free

To promote e.l.f. as a vegan brand, we tapped five beauty influencers known for their animal activism. Incredible images were created, important causes were supported and sales were spiked.

A new leader in a new role

Gary Stein joins DC as our first chief integration officer. He’s here to accelerate collaboration between strategy, media and creative.

e.l.f. Cosmetics · Christian Siriano

Designer Christian Siriano has been leading the charge for diversity in the world of A-list fashion. So who better to partner with a cosmetics brand that also celebrates beauty in all its forms?

40 over 40

Amy Cotteleer was tapped by Campaign US for its annual digital 40 over 40 list. The honor is bestowed upon those at the forefront of digital transformation.

InnovAsian

Chinese frozen food brand, InnovAsian, was languishing with low awareness and living in the long, chilly shadow of category king, PF Chang’s. Fix that, they said.

Nicotine: the teen nightmare

Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.

Nabela Noor for e.l.f.

DCLA created a can’t-miss launch event for Bangladeshi-American sensation Nabela Noor’s collaboration with e.l.f. Cosmetics.

How sweet (and also tart) it is

It’s not just the sugar talking when we say that we’re so fired up about our new client: iconic candy brand and childhood favorite, SweeTARTS.

Charlotte Russe · #CTGIRLSQUAD

Through targeted organic and paid social along with in-store announcements, we assembled the ultimate squad to help launch Charlotte Russe’s “New Beautiful” brand platform.

Keepin’ it real in HR

HR is about helping real people. The H is for human, remember? So why does so much HR advertising feel so unreal?

Citi · ThankYou® Premier Card

Citibank asked us to create social content touting the many travel benefits of their redefined Premier card. And half a million YouTube views later, awareness was up nearly 20%.

Buy stuff, get Steph

Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player.

Jkissa collab with e.l.f.

Known for embracing true individuality, DCLA identified Jkissa as the ideal person for e.l.f.’s next big cosmetics collaboration.

New partner, new locations, new DC

We’re thrilled to announce the acquisition of A2G, a pioneering experiential and social influencer agency with offices in LA and New York.

Universal Orlando

Universal Orlando leveraged DCX’s stable of influencers to reach the difficult-to-reach teen and tween audience — and succeeded 40 million times over.

Snuffing out the social smoker

How do you convince people to stop using a product they don’t think they use? With an innovative three-pronged media approach to reaching the social smoker.