Never underestimate the power of taco trucks to change the world — or at least the minds of fickle, fashionable millennials.
Gap approached us to help them drive consideration and trial of the 1969 denim line among millennials and trendsetting consumers heading into the key Fall fashion season. Our target audience had a preconceived notion of Gap’s design sensibility. We needed to intercept them at their local summer hang-outs in an unexpected, culturally relevant way that would challenge perceptions in a uniquely Gap 1969 way.
We rolled out Pico de Gap, a fusion of food and fashion in the form of vintage-inspired taco trucks that operated in key markets over three months. The program plugged Gap into the food truck craze and celebrated the brand’s newly established denim design studios in Los Angeles. For $1.69, a consumer could purchase two tacos and a beverage, accompanied by an in-store offer. Menus were created by up-and-coming chefs in deals negotiated by the agency. Additionally, PR opportunities were leveraged in every market — Extra, Good Day LA, celebrity photos, TV appearances and tweets.
Work + News
This way to health insurance
Today marks the launch of our first campaign for Covered California as part of a five-year, $400-million effort to help all Californians get the health insurance they need.
e.l.f. 2020 Halloween activation
Duncan Channon’s LA team kept the halloween spirit alive by bringing a spooky holiday pop-up straight to beauty influencers’ homes.
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.