Doers Take Wall Street
Experiential, OOH, DOOH, Social
After creating Fiverr’s breakthrough “In Doers We Trust” campaign three years ago, DCX was honored to take the brand public in a uniquely Fiverr way. “Doers Take Wall Street” invited real Fiverr “doers” to reimagine some of the iconic imagery of Wall Street: the bull and the NYSE Facade.
#infantfluencers
Social
Ideology: Real, Simple, Accessible Baby Food vs. Elite Baby Image inflation
Influencer babies can’t lie about liking what they like, which means they may be the most honest influencers out there. Beech-Nut Naturals and Organics worked with several #infantfluencers from fitness, foodie, wholistic health and fashion cultures. They incorporated Beech-Nut into their workouts, described the quality of the ingredients and unboxed and taste tested a whole line of products. The best part, they never spit it out, at least not intentionally.
Fiverr “In Doers We Trust”
OOH, OLV, Social
Ideology: lean entrepreneurship vs. the bureaucratic elite
“The insight of the Dreamer v the Doer is one that resonates with every freelancer, especially those who cut their teeth in the creative industry. There are the people who spend their mornings whiteboarding and pontificating on esoteric topics, and there are those who are taking risks, rolling up their sleeves and getting things done. This Fiverr campaign is their anthem.”
OBJECTIVE: Turn Fiverr into an Iconic Brand
When Fiverr came to us in 2016, it was a little-known marketplace for freelance services, without a clear POV, voice or brand aesthetic. Because Fiverr offered everything from birthday cards to t-shirts to marketing plans, people did not know who Fiverr was for, and were unclear why, when, or how they should be using the site’s services. Our objective was to make Fiverr famous, while giving the brand a clear point of view in American culture.
CULTURAL TENSION: The Lean Entrepreneur Vs. the Bureaucratic Elite
The Fiverr users we spoke to were everyday entrepreneurs, not elite entrepreneurs. They typically had far fewer resources than the glamorous entrepreneurs who they saw celebrated in the media. Our research uncovered growing tension between our target’s ‘work hard,’ ‘get sh*t done’ ethos, and what they saw as a culture of entrepreneurial puffery that has emerged in TED talks, the VC community, and large corporations who talk the talk of the entrepreneur, without walking the walk. While this bureaucratic elite pontificates on television shows and youtube videos about the value of “thinking big,” Fiverr users are busy doing the day-to-day work of entrepreneurship that is often invisible to the media.
IDEOLOGY: Lean Entrepreneur Ideology
In a world of bureaucratic puffery, Fiverr champions entrepreneurial action: doing versus over-overthinking; experimentation versus stagnation; outsmarting versus outspending. Although we like entrepreneurial inspiration, we prefer entrepreneurial perspiration. And we’d rather just think positively and go for it rather than be paralyzed by analysis and fear.
“In Doers We Trust” Campaign Refresh
Fiverr and its global agency of record, DCX Growth Accelerator (DCX), have introduced the next iteration of their breakthrough ‘In Doers We Trust’ campaign, marking 2018 as ‘The Year of Do.’
Harmless Is
OOH, POS, Social
Ideology: constructive capitalism vs. destructive capitalism
Unlike other coconut water brands, Harmless embodies an ideology that encompasses everything from how they source only organic coconuts to how they invest in farming communities to how they minimally process their product. So we decided to fly in the face of traditional marketing, which boasts about low price, consistency, perfection, etc. We wanted to say loudly and proudly that Harmless doesn’t compromise.
Bulletproof Schools
“What, you thought this was going away? It may have faded, but the raising awareness and shaming of brands that continue to maintain ties with the NRA lives on. FedEx still gives discounts to the organization, Wells Fargo is an NRA financier, and Bass Pro Shops haven’t followed in Dick’s Sporting Goods footsteps to increase its retail regulations on guns. Meanwhile, YouTube, Apple, Google, and Roku get called out for hosting NRA TV content. The students wearing the vest were featured on CNN’s coverage of the walk outs.”
Fiverr In Doers We Trust
OLV, OOH, Social
Ideology: lean entrepreneurship vs. the bureaucratic elite
“A business idea is all good and well, but a new ad from freelance marketplace Fiverr—the company’s first brand campaign—is putting the emphasis on the actual doing part…The enemy is establishment privilege—trust fund kids, obnoxious tech bros, investors who are literally sharks in suits—but even more so, it is complacency.”
Save Jesse’s Deli
3 Popup Activations, Website, Social, Lobbying
Ideology: Mom & pop activism vs. gentrification
“Locally Sourced Vegetarian Citrus Fizz? $5.99. Grass Fed Himalayan Tuna Salad? That’ll be $9.99. Taking gentrification and a rent hike into your own hands? Priceless.”
Beech Nut “Baby Pronunciation”
Digital Video, Digital Banner, Radio
Ideology: real simple foods that you know and love vs. unidentifiable industrialized food inundation
Unlike other baby food brands, Beech-Nut Naturals is made with 100% all-natural ingredients. Babies can’t say words like maltodextrin, but they can say “app-u.” Beech-Nut is all natural, chemical and preservative free. Only a splash of lemon juice maintains the natural color of these simple foods. Real fruits and vegetables like you would use at home go into every ounce of Beech-Nut Naturals. Real food for babies made from only ingredients a baby can pronounce. Shot in both Spanish and English.
Trump Hut
Traveling Protest Hut Popup, Website, Social
Ideology: prankster activism vs. the wealth divide
“The most baffling (but eye-catching!) Trump protest we have seen in Cleveland thus far”
Ideology: old world masculinity vs. new world masculinity for a modern Nicaragua
Café Toro has been a staple of Nicaragua’s working class for decades, but we noticed that these households were undergoing a profound change. Machismo was on the decline, reshaping traditional patriarchal households across the country. Through cultural research we built a new strategy for Toro (which translates to ‘bull’), proposing that the brand should stand for a new type of masculinity: the caring man of action. With this new strategy, Toro celebrates the man of action’s physical strength and work ethic, while also embracing their capacity for caring and nurturing their families: teaching their children and bonding with their wives.
Presidential Creamery
Popup Mobile Activations in Washington D.C. & NYC, Hashtag Activism, Social, Lobbying
Ideology: Back-in-the-day organic vs. Lobbyist lies
“Who wants a double scoop of Confined-Cow Chocolate?”
#GraciasDonald
Traveling Art Installation, Popup Activism, Social
Ideology: Trump’s new normal vs. The amplified immigrant voice
“I just said to myself, ‘At least they are in cages as a family.’”
-Facebook User
Even “#NotTheAppleLine”
Pop-up Activation, Social
Ideology: Pragmatic Tech vs. Hyped Consumerism
To get ‘even’ with Apple, the EVEN headphones pop-up created a parody hype line that stretched past the Apple store, where their ubiquitous lines form. Those in the line wore T-shirts with snide, self-referential phrases, such as “If you have a blog, please write about us,” “I’m a hired ‘influencer,” and “I’m a starfucking hipster waiting in line for a celebrity to appear.” They stood around, set up chairs, camped out and performed obnoxious stunts.
