Once a staple of Gap, the classic tee’s luster had begun to fade. They came to us to reignite interest in the shirts by driving mass trial among younger millennials. The answer was to connect our tees to another classic: the concert tee.
With the Be Bright campaign, we secured the rights for Gap to be the official concert tee at the summer’s hottest music festivals. We partnered with Tumblr, Filter and P.S. I Made This to create unique content and exclusive programming to further the brand’s reach.
We also created customized on-the-ground activations that garnered huge engagement. We even brought some of the coolest bands on the festival bill to flagship Gap stores where influential fashion bloggers helped fans shop festival-ready looks.
Ultimately, we put the brand in front of 1.2 million people. We generated 50 million social media impressions. And of the 100,000 t-shirts for sale, there were exactly zero left.
Work + News
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.
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?