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Droga5

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Droga5
IndustryAdvertising, Marketing
Founded2006
Headquarters
Manhattan, New York
,
United States
Number of locations
New York, New York; London, England
Area served
World Wide
Websitehttp://droga5.com

Droga5 is a New York City-based global advertising agency founded in 2006. It has been named Agency of the Year nine times and one of Advertising Age's Agency A-list honorees for the past six 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]

History

Creative Chairman David Droga founded Droga5 in New York City in early 2006. Over the next few years, he was joined by additional partners: Global Chief Executive Officer Sarah Thompson, Global Chief Strategy Officer Jonny Bauer, former Vice Chairman Andrew Essex, Chief Creative Officer Ted Royer, Executive Creative Director Duncan Marshall, former Global Chief Financial Officer Judd Merkel, Chief Financial Officer Amir Feder, Global General Counsel Scott Waldbaum and Chief Creation Officer Sally-Ann Dale.[6][7][8]

In 2013, Droga5 opened a London office, whose partners now include Chief Executive Officer Bill Scott and Chief Creative Officer David Kolbusz.[9]

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

In addition to its work for clients including Belstaff, Chase, The Coca-Cola Company, Google, Heineken International, Hennessy, Mondelēz International, Motorola, Prudential, New York City Football Club, T-Mobile, Toyota, Scion[disambiguation needed], Unilever, Under Armour and Qantas, Droga5 has supported projects for Hillary Clinton's presidential campaign, UNICEF, the United Nations, the 2008 Obama campaign, the New Museum and the New York City and Oklahoma City Departments of Education.[10]

Android

In February 2015, Droga5 extended Google Android's “be together. not the same.” message to the adorable friendships of the animal kingdom and created the television commercial entitled, "Friends Furever." An instant viral hit, the spot was named the most shared ad of all time. [11]

Affordable Care Act

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.[12]

Bing

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.[13] 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 Festival of Creativity.[14]

Clinton Foundation

On International Women’s Day 2015, Droga5 launched "Not There Yet", a campaign for the Clinton Foundation that highlights women's inequality.[15] The agency symbolically partnered with more than 20 brands, including Conde Nast, to remove women from advertisements and other media, and replace them with the URL not-there.org. Over 300 people spread the world via social media, resulting in over 25,000 tweets surrounding the campaign. In the first week alone, over 200,000 people engaged with the data bringing women and girls one step closer to getting there.

Ecko Unltd.

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.[16]

Equal Pay Back Project

In October 2014, Droga5 launched the Equal Payback Project, a crowdfunding campaign to close the wage gap for millennial women.[17] The campaign involved a crowdfunding website along with a humorous 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 to raise $29,811,746,430,000 the approximate losses of 69 million working women who are working year-round for 40 years. The campaign gained millions of views, as well as $100K for its client the National Women’s Law Center, a leading non-profit advocating for equal pay.[18]

In June 2015, Droga5 won a Glass Lion for the campaign at the Cannes Lions International Festival of Creativity.[19]

Honey Maid

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 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.[20]

In September 2014, Droga5 worked with Honey Maid to draw attention to a common family structure that is rarely talked about, blended families.[21]

Jewish Council for Education and Research

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.[22]

Motorola

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 its launch.[23]

Newcastle Brown Ale

In advance of Super Bowl XLVIII, Droga5 launched a series of online videos for Newcastle Brown Ale, which 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.[24][25][26]

New Museum

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.[27] Among Droga5's campaigns was Recalling 1993, a 2013 campaign for the bi-decennial exhibition NYC 1993: Experimental Jet Set Trash and No Star, which used payphones in New York City to share historical narratives from the city in 1993, in promotion of the exhibition's focus on 1993 art.[28]

New York City and Oklahoma City Departments of Education

In 200,8 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.[29][30] A second pilot program launched in Oklahoma City in 2010.[31]

Prudential

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.[32] 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.[33] 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 Festival of Creativity, among other awards.[34]

Under Armour

Droga5 was tasked with creating a space for Under Armour Women's brand to grow.[35] In 2014, Droga5's campaign kicked off with a film featuring ballerina Misty Copeland.[36] The second phase of the campaign featured supermodel, Gisele Bündchen.[37] The campaign went viral with over 3.5 billion impressions. In December 2014, Under Armour was named Advertising Age's Marketer of the Year.[38] In June 2015, Droga5 won the Cyber Grand Prix Award for Under Armour's "I Will What I Want" campaign featuring Gisele Bündchen at the Cannes Lions International Festival of Creativity.[39]

U.S. Fund for UNICEF

In 2007, Droga5 launched the UNICEF Tap Project, an initiative encouraging restaurant patrons to donate $1 for tap water typically served with meals.[40] Their work on the UNICEF Tap Project won Droga5 the Titanium Award at the Cannes Lions International Advertising Festival in 2007.[14]

Awards

References

  1. ^ a b Ann, Rae (2013-02-11). "29_Droga5 | Fast Company | Business + Innovation". Fast Company. Retrieved 2015-03-11.
  2. ^ a b "Droga5 Is No. 4 on Ad Age's 2014 Agency A-List | Special: Agency A-List 2014 - Advertising Age". Adage.com. 2014-02-03. Retrieved 2015-03-11.
  3. ^ a b "Creativity Innovators 2013: Droga5 | Agency of the Year - Advertising Age". Creativity-online.com. 2014-01-22. Retrieved 2015-03-11.
  4. ^ "Droga5 - 2012 Fast 50 Gallery | Crain's New York Business". Crainsnewyork.com. 2012-06-24. Retrieved 2015-03-11.
  5. ^ a b "William Morris to Invest in Droga5, an Ad Agency". The New York Times. Retrieved 2015-03-11.
  6. ^ a b "Agency Of The Year: Droga5 | Special Report - Advertising Age". Creativity-online.com. Retrieved 2015-03-11.
  7. ^ "Droga5 Announces Top Promotions". LBBOnline. Retrieved 2015-03-11.
  8. ^ McMains, Andy (2014-11-19). "Droga5 Promotes Sarah Thompson and Jonny Bauer to Global Roles". Adweek. Retrieved 2015-03-11.
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  10. ^ "Droga5, New York - Work". Creativity Online. Retrieved 2015-03-11.
  11. ^ "Google Video Ad Showing Interspecies Friendship Is Most Shared Ever". NBCNews.com. 2015-11-19. Retrieved 2015-11-19.
  12. ^ "Droga5, Celebrity Moms Join Last-Minute Push for Obamacare | Agency News - Advertising Age". Adage.com. 2014-03-14. Retrieved 2015-03-11.
  13. ^ "Find Jay-Z's Memoir at a Bookstore, or on a Billboard". The New York Times. Retrieved 2015-03-11.
  14. ^ a b [1] Archived 2012-07-13 at the Wayback Machine Cite error: The named reference "Cannes" was defined multiple times with different content (see the help page).
  15. ^ "'Not There' Campaign Removes Women From Ads for International Women's Day". New York Times. 2015-03-08. Retrieved 2015-03-08.
  16. ^ "Droga5 and Crispin Porter & Bogusky Nab Top Cyber Honors | Ad Critic News - Advertising Age". Creativity-online.com. 2006-06-21. Retrieved 2015-03-11.
  17. ^ "Sarah Silverman's $29 Trillion Campaign for Equal Pay". Businessweek. 2014-10-08. Retrieved 2015-03-11.
  18. ^ "Sarah Silverman and Droga5 Create $30 Trillion Crowdfunding Campaign For National Women's Law Center To Close The Wage Gap | National Women's Law Center". Nwlc.org. 2014-10-08. Retrieved 2015-03-11.
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  20. ^ "Honey Maid and the Business of Love". The New Yorker. 2014-04-05. Retrieved 2015-03-11.
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  22. ^ Bosman, Julie (27 September 2008). "Rock the Bubbe Vote". The New York Times.
  23. ^ Shields, Mike (2013-09-18). "Smartphone Ads Infiltrate YouTube, Led by Moto X's Lazy Phone". Adweek. Retrieved 2015-03-11.
  24. ^ Anna Kendrick (2015-03-05). "Anna Kendrick Said The Douchiest Thing Ever @". Teamcoco.com. Retrieved 2015-03-11.
  25. ^ "Watch The Super Bowl Ad Newcastle and Anna Kendrick Would Have Made". Speakeasy blog. The Wall Street Journal. 2014-01-31.
  26. ^ "Watch Anna Kendrick Explain How Hot She Is". Vulture. Retrieved 2015-03-11.
  27. ^ Jen Carlson (2007-11-28). "The New Museum and Calvin Klein Make a Splash". Gothamist. Retrieved 2015-03-11.
  28. ^ Weir, Bill (2013-04-05). "Pay Phone Time Machine: Go Back to NYC Circa '93 | This Could Be Big - Yahoo News". News.yahoo.com. Retrieved 2015-03-11.
  29. ^ "DROGA 5 NAMED CREATIVITY MAGAZINE AGENCY OF THE YEAR - Campaign Brief Australia". Campaignbrief.com. Retrieved 2015-03-11.
  30. ^ "DROGA5 SNARES TITANIUM LION FOR NYC DEPT OF EDUCATION 'MILLION' PROJECT - Campaign Brief Australia". Campaignbrief.com. Retrieved 2015-03-11.
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  35. ^ Beltrone, Gabriel (2013-09-27). "Droga5 Wins Creative Work on Under Armour". Adweek. Retrieved 2015-03-11.
  36. ^ McCarthy, Michael (2014-08-01). "Ad of the Day: Ballerina Misty Copeland Stars in Jaw-Dropping Spot for Under Armour". Adweek. Retrieved 2015-03-11.
  37. ^ McCarthy, Michael (2014-09-04). "Ad of the Day: Under Armour Presents Gisele Bündchen Like You've Never Seen Her". Adweek. Retrieved 2015-03-11.
  38. ^ "Marketer of the Year: Under Armour | News - Advertising Age". Adage.com. 2014-12-08. Retrieved 2015-03-11.
  39. ^ Nudd, Tim (2014-06-24). "Droga5's Gisele Campaign for Under Armour Scores the Cyber Grand Prix at Cannes". Adweek. Retrieved 2015-03-11.
  40. ^ Elliott, Stuart (5 March 2009). "A Campaign for Clean Drinking Water Expands". The New York Times.
  41. ^ "Droga5 takes out B&T 2009 Agency of the Year - VB 'The Regulars' named Ad of the Year - Campaign Brief Australia". Campaignbrief.com. Retrieved 2015-03-11.
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  52. ^ http://www.campaignlive.com/article/droga5-omnicom-win-big-one-show/1346451
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