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.
Work + News
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.
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.
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.
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.
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.
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?
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.
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.
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.
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.
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.
Flavors Hook Kids
Evoking moments all parents remember; watching their kids find their favorite foods. Set in stark contrast with teens taking their first flavored steps into addiction.
With the Be Bright campaign, we secured the rights for Gap to be the official concert tee at the summer’s hottest music festivals.
Citibank wanted to jump awareness of their new Double Cash credit card. So we enlisted the help of YouTube superstar devinsupertramp.
DCLA enlisted three influential NYC photographers to shoot Pottery Barn pieces and bring some 212 cred to the launch of the brand’s new flagship.
Lagos Fine Jewelry
For the launch of Smart Caviar, the first fine-jewelry bracelet for the Apple Watch, Lagos wanted to reach a wide range of luxury consumers and highlight the versatility of the bracelet.
The “Stirring the Pot” work celebrates Kettle Brand's counterculture legacy and all those that zig when others zag.
To celebrate a grand opening at The Grove, we helped Sephora surprise and delight consumers with our ‘Let’s Beauty Together’ mini-makeovers.
Even the mild-mannered have something inside that drives them wild. And thanks to StubHub that wild thing is busting out all over.
Still Blowing Smoke
After besting more than 100 agencies, our first task for the California Tobacco Control Program was to address the arrival of e-cigarettes.
We had Nintendo send 50 consoles to creators we selected for their talent and love of gaming. They, in turn, made 50 movies about the Wii U and self-published and championed across Facebook, Twitter and Instagram.
Gap | Dress Normal
Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.
Not only did viewers rank the TV spots above those of market leaders Corona and Dos Equis, they gave them the third highest score for any alcohol-related ad that year. Which might be one good reason for a frothy 37% sales increase.
John Muir Health
Women call the shots (no pun) when it comes to family medical decisions. And women are wired to communicate. That’s where the Be Heard campaign started.
Formula X for Sephora
The breakthrough website — the first social network built for nail fans — puts the fun in functional.
It’s a complex story and has to be delivered with authority, concision and style.
Sephora / Marc Jacobs Beauty
When fashion icon Marc Jacobs made his move into cosmetics, he picked Sephora for a partner. And Sephora picked DC. And the pressure was on to match up to the master’s incomparable style.
Lake Tahoe Visitors Authority takes the plunge on a new name, a brand overhaul and fresh advertising, embracing its rep as the lake’s wild side.
To keep growing, this pioneering online car insurer, which had catered to a younger demo, needed to persuade older, more discerning consumers of its stability, reliability and humanity.
Amid the glut of cheapo, on-demand books, this company stands for design, craftsmanship and beauty.
Work that earned top prize in the global Rebrand 100 competition, awarded for the combination of creative and strategy, and helped turn around a brand that turned rock stars into raving fans.
Gap | 1969 Pico de Gap
Never underestimate the power of taco trucks to change the world — or at least the minds of fickle, fashionable millennials.