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. Rebrand 100 winner.
Once an internet bubble baby, represented on TV by a cartoon super-agent, the company had thoughtfully honed its technology to give users an uncluttered, unimpeded, utterly functional — yet friendly — experience. The sweeping rebrand both signaled and revealed the transformation.
“Cartoon car insurance” is what focus groups had dubbed it. Consumers had trouble believing there were humans behind the internet facade. The campaign promised there was a wacky office full of down-to-earth, eager-to-please peeps, who would be there when, as the intentionally verbose tagline notes, you need more than a well-designed website to guide you.
Bus sides and boards further spread the news that Esurance is not just the easiest place to get car insurance, but the most friendly and reliable.
The essence of the brand — that it’s no-b.s. car insurance for the modern consumer — carried through to the design of the new website, which also picked up characters from the TV.
Work + News
Covered CA on Adweek’s cover
DC is thrilled to announce that we were awarded the five-year, $400-million Covered CA account. We are resolute in helping at this crucial time when more Californians need coverage than ever.
“They can’t take your ballot”
At a time of unprecedented voter suppression, the mission of Vote From Home 2020 is more essential than ever. Our new “Suppress This” campaign helps them get ballots into the hands of disenfranchised voters of color. You can help, too.
CBS x Alfred Coffee · Emmy Awards
DCLA partnered CBS Studios with Alfred Coffee to reach Emmy voters and garner support for Star Trek: Picard. The timely work tapped into the diversity and inclusion central to Gene Roddenberry’s original vision.
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.
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.
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.