Droga5

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Industry Advertising, Marketing
Founded 2006
Headquarters 120 Wall Street
New York City
, USA
Number of locations New York, New York; Sydney, Australia; London, England
Area served World Wide
Website http://droga5.com

Droga5 is a Manhattan-based global advertising agency founded in 2006. It has been named Agency of the Year four times and one of Advertising Age's top 10 agencies for the past four years. In 2013 it was one of Fast Company's Most Innovative Companies and, according to Crain's New York Business, one of the 50 fastest growing businesses in New York City.[1][2][3][4] In July 2013 Droga5 announced a significant minority investment by William Morris Endeavor.[5]

Droga5's client roster as of December 2014 includes: Air Wick[6], American Express[7], BBC[8], belVita[9], Blizzard[10], Chobani[11], Clearasil[12], Diet Coke[13], Dixie[14], Dun & Bradstreet[15], Farfetch[16], Google[17], Hennessy[18], Honey Maid[19], Jockey International[20], Motorola[21], Newcastle Brown Ale[22], New York City Football Club[23], Prudential[24], Qantas[25], Quilted Northern[26]]</ref>, smartwater[27], Strongbow[28], Tiger Beer[29], Toyota[30], Under Armour[31], UNICEF[32], The White House[33] and The YMCA[34], among others.

History[edit]

Creative Chairman David Droga founded Droga5 in New York City in early 2006. Later that year, Vice Chairman Andrew Essex, Chief Creation Officer Sally Ann Dale, CFO Judd Merkel and Executive Creative Director Duncan Marshall joined him at the fledgling agency.[35] Since 2006, Droga5 has grown its partnership with the addition of CEO Sarah Thompson, Chief Strategy Officer Jonny Bauer, Chief Creative Officer Ted Royer and General Counsel Scott Waldbaum. [36]

After two years of operating from a single global office, Droga5 opened a Sydney location in 2008, led by Chief Executive Sudeep Gohil and Creative Chairman David Nobay. A London location was started in 2013.[37][38]

In July 2013, William Morris Endeavor announced a significant minority investment in Droga5, forging an uncommon partnership and sharing of resources between an advertising and entertainment agency.[5]

Notable campaigns[edit]

In addition to its work for clients including Prudential, Motorola, Mondelēz International (Honey Maid and belVita), The Coca-Cola Company (Diet Coke and smartwater), American Express, Chobani, Under Armour, Newcastle Brown Ale, Hennessy, Jockey, New York City Football Club, Unilever and Qantas, Droga5 has supported projects for UNICEF, the United Nations, the 2008 Obama campaign, the New Museum and the New York City and Oklahoma City Departments of Education.[39]

Ecko Unltd.[edit]

Droga5 created and leaked an online prank video of what appeared to be a graffiti artist vandalizing Air Force One with the words “Still Free” to promote Mark Ecko’s website, stillfree.com.[40]

U.S. Fund for UNICEF[edit]

In 2007 Droga5 launched the UNICEF Tap Project, an initiative encouraging restaurant patrons to donate $1 for tap water typically served with meals.[41] Their work on the UNICEF Tap Project won Droga5 the Titanium Award at the Cannes Lions International Advertising Festival in 2007.[42]

Jewish Council for Education and Research[edit]

During the 2008 Obama campaign, Droga5 launched The Great Schlep, an initiative aimed at generating votes for Obama from the Jewish constituency. The effort consisted of a website and online video featuring comedian Sarah Silverman.[43]

New York City and Oklahoma City Departments of Education[edit]

In 2008 Droga5 launched the Million, an incentive-based program that rewarded New York City students with talking minutes and text messages for improved performance in school. Later that year, Droga5 won the Titanium Award at the Cannes Lions International Advertising Festival for the Million.[44][45] A second pilot program launched in Oklahoma City in 2010.[46]

Microsoft – Bing[edit]

In 2010 Droga5 created a Web-based game to launch music artist Jay-Z’s autobiography. Each page of the book was revealed in a public location before the book’s official release, and players could locate the pages by using Bing search engine and maps.[47] Later, in 2011 Droga5 won the Integrated Grand Prix Award, Outdoor Grand Prix Award and the Titanium Award for the Bing Jay-Z Decoded campaign at the Cannes Lions International Advertising Festival[42]

Prudential[edit]

Droga5’s first work for Prudential was a TV commercial in 2011 featuring footage from 100 different cities of the sunrise on the same day. The spot launched the "Bring Your Challenges" rebranding of Prudential’s financial services business.[48]

The Day One campaign for Prudential, also launched in 2011, included a website and a series of documentaries featuring real retirees from across the US to encourage the public to plan for retirement.[49]

The 2013 installment of the Bring Your Challenges brand campaign included an online platform called The Challenge Lab, which won a Titanium Lion at the Cannes Lions International Advertising Festival, among other awards.[50]

In 2014, the financial services company focused on everything that comes after day one: The unprecedented opportunity for people to spend time doing what they truly love to do. The integrated Chapter Two campaign includes film, radio and out of home executions, as well as partnerships with high fashion labels, professional sports teams and other organizations—all featuring and/or created by people who have found their true calling in retirement.

Qantas[edit]

Droga5's Sydney office partnered with Hachette publishing house to curate a set of 10 books timed to last the exact duration of Qantas airline's most popular flights.[51]

New Museum[edit]

As the New Museum prepared to relocate to the Bowery in 2007, Droga5 helped the institution develop a brand campaign based on the iconic shape of its new building and released it in outdoor locations across New York City. [52]

One of Droga5's most notable campaigns for the museum following its reopening was Recalling 1993, a 2013 campaign for the bi-decennial exhibition NYC 1993: Experimental Jet Set Trash and No Star, which used pay phones in New York City to share historical narratives from the city in 1993, in promotion of the exhibition's focus on art from the same year.[53]

Motorola[edit]

For the launch of Motorola's Moto X phone in 2013, Droga5 created a campaign that featured a series of films titled “Lazy Phone.” The spots generated more than 7 million views on YouTube within three days of launch. [54]

Newcastle Brown Ale[edit]

In advance of Super Bowl XLVIII, Droga5 launched a series of online videos for Newcastle Brown Ale as the brand had neither the budget nor the permission required to actually advertise during the game. The “If We Made It” campaign included teasers, storyboards, focus groups and “behind the scenes” footage from Anna Kendrick and Keyshawn Johnson and generated more than 600 stories in outlets including Conan, The Wall Street Journal and New York Magazine.[55][56][57]

Affordable Care Act[edit]

In March 2014, with 30 days left for Americans to register for health coverage at Healthcare.gov, the White House approached Droga5 for some creative assistance in promoting the initiative. The result was a campaign to reach young adults by engaging the people they turn to first for health advice: their mothers. Featuring the first lady, along with the mothers of Jonah Hill, Adam Levine, Jennifer Lopez and Alicia Keys, the #YourMomCares videos and social media campaign prompted young Americans to register by amplifying the voices of the people in their lives who care most.[58]

Honey Maid[edit]

When Droga5 launched the "This is Wholesome” campaign for Mondelez International's Honey Maid brand in early 2014, public response to TV commercials with diverse casting (including same-sex parents, single fathers, mixed race families and others) was generally positive but also included some negative backlash. As a follow-up, Honey Maid created a piece of art made up of printed paper with all social media responses, no matter what the sentiment, spelling out the word love. Negative social posts were used to compile the word "love" itself, and positive social posts were used in the surrounding space. The video capturing the creation of the project went viral the week after the TV commercials launched. [59]

In September 2014, Droga5 worked with Honey Maid to draw attention to a common family structure that is rarely talked about, blended families. [60] We created a short documentary film about a real family in California, telling their story and how the divorce affected, but didn’t break, their family. We then encouraged viewers of this film to share their love for blended families with #NotBroken on Twitter, YouTube, and Facebook. The response was overwhelming - so we created an installation to show the support. We hung two keys to represent the two homes of blended families, 2017 sets of keys total. We wanted to show blended families everywhere that their efforts are noticed and that if there is love, a family is not broken.

Under Armour[edit]

Droga5 was tasked with creating an empowering and beautiful space for Under Armour Women's brand to grow.[61] "I WILL WHAT I WANT" speaks to women who do not wait for permission, advice or affirmation from others in order to go after what they want. Droga5 created an integrated campaign featuring Misty Copeland, Gisele Bundchen and other fierce athletes were unapologetically proving that inner strength can trump fate. [62] [63] The overall campaign was supported through a mix of traditional and paid media, an innovative web experience, print, OOH and PR. It went viral and generated more than 3.5 billion impressions.

In December 2014, Under Armour was named Advertising Age's Marketer of the Year.[64]

Equal Pay Back Project[edit]

In October 2014, Droga5 launched the Equal Payback Project – a campaign to crowdfund the wage gap and rally millennial women to take charge of their financial fates. [65]

The campaign involved a crowdfunding website along with a hilarious, off-the-wall video featuring Sarah Silverman in which she takes drastic action to make sure she is entitled to the same pay as any man.

The Equal Payback Project had an ambitious goal: raise $29,811,746,430,000 – the largest and most audacious of any online fundraising campaign in history. How we got this exorbitant number? The typical woman earns 78 cents to every man’s dollar. Over the course of a woman’s career, it adds up to a whopping $439,049 loss. If you add up these losses among the nearly 69 million working woman who are working year-round for 40 years, the total comes to almost $30 trillion in lost wages.

The campaign generated well over 1MM YouTube views and nearly 7MM total media impressions in its first week. Not to mention $100K for the client, the National Women’s Law Center, a leading non-profit advocating for equal pay. [66]


Awards[edit]

  • 2009: B&T's Australian Agency of the Year (Droga5's Sydney office)[68]
  • 2014: Adweek's U.S. Agency of the Year and 10 Best Ads of 2014[72][77]

References[edit]

External links[edit]