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the drum<br>D&G Recognized by The Drum as One of the World’s Hottest “Indie” Agencies

brendon 20250820

adforum<br>D&G CSO Brendan Robertson on How Briefs Are Becoming Faster, Smarter, and More Collaborative

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Mediapost<br>Kia Shows The Joy Is In The Journey

mediapost<br>Kia Shows The Joy Is In The Journey

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There has been an 82% rise in online grooming crimes against children in the last 5 years. We needed to raise awareness amongst parents of the dangers of posting their children online.

Who are you inviting into the house when you overshare on social media?

CRC: Prevent the Post

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<h4>Watch what you post. They are.</h4><br><p>Sweet, intimate family moments turn sinister when you overshare on social media. The intrusion of a predator asks the viewer who they’re inviting into their home when they use their children as content.</p>

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Smartfood

To reposition Smartfood as "Flavor You Can Feel Good About," we turned to the one person who embodies flavor; who's synonymous with flavor because, well, his very name is Flavor: Flavor Flav.<br><br>
The legendary hype man had just gone viral for giving Billie Eilish a custom clock necklace at the Oscars, gained cachet on TikTok as a diehard Swiftie, and was gearing up to be omnipresent at the Summer Olympics in Paris.
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Flav was having a cultural resurgence, and we wanted in.

Smartfood: The Flavor Genie

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<h4>We nurtured Flav's high energy and genuine enthusiasm for the brand into authentic advocacy as our 360 campaign's title character - The Flavor Genie, who appears every time a bag of Smartfood is opened to spread the magic of flavor.</h4>

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<h4>Our Flavor Genie campaign ensured maximum cultural impact for Smartfood, with:</h4><br><p>A PR stunt that peaked curiosity with leaked paparazzi photos of Flav out in public wearing the Pop Clock, which drew media attention and buzz from fans.<br><br>
Social-first content shared across Flavor Flav's TikTok, Instagram, and X, and Smartfood-owned channels (over 1.3M follower reach).<br><br>
Earned media attention with coverage in top, celebrity-focused pubs including People, Us Weekly, The Blast, featuring Flav expressing his genuine love for Smartfood - and even eating it at a New York Yankees game.</p>

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Jollibee, outspent and outnumbered by the category giants, wanted to appeal to Gen Z  for its sauciest product ever, Korean BBQ. So we connected with the fans of one genuine Gen Z fan: Sophia Laforteza of KATSEYE. We not only named the KATSEYE Special KBBQ meal after them, we joined the band and created an entire campaign around them, with digital video, social and merch. Jollibee’s sauciest collab ever became their most successful product launch ever.

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<h4>Our sauciest collab ever</h4><br><p>The campaign dominated the airwaves. The Jollibee KATSEYE KBBQ merch sold out in 3 hours. And the meal itself? Fans couldn’t get enough. Literally. The KATSEYE SPECIAL KBBQ sold out nationwide within 72 hours.<br><br> And engagement shot to the top of the charts: 38 million views and over 3.5 billion impressions. The brand's social following surged 350%, and overall Jollibee sales increased by 22%.<br><br>It was a massive hit. Together, Jollibee and KATSEYE spread even more joy to the world.</p>

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The Super Bowl has always been a coming-out party for new electric vehicles. So, to launch Kia’s most impressive vehicle to date, the EV9, we wanted to create something that felt just as special. Something that powerfully connects on an emotional level at every touch point. And lives up to the positioning – Electric like you’ve never seen. 

Kia: EV9 Perfect 10

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<h4>Electric like you’ve never seen.</h4><br><br>
<p>Building on the momentum of the campaign’s powerful message, we created a TikTok integration that inspires fans to duet with the grandfather in the spot, using their own performance to earn a Perfect 10.<br><br>In addition to the TikTok duet, we turned smartphones into picturesque snow globes, using TikTok’s latest Shake Surprise feature.<br><br>We then showed the power of the EV9’s Onboard Power Generator with posts that light up your feed. Once again championing ‘electric like you’ve never seen.’</p>

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With game enhancements, including higher than ever jackpots, our launch spot tapped into the upward momentum of the new Mega Millions. Height became our visual playground as we took viewers on a journey to unexpected elevated places…and even one that was out of this world.

Bigger Jackpots. Better Prizes. And one Mega Refresh.

CA Lottery: Mega Millions

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<h4>Mega Millions Made More Mega.</h4><br><p>We further enhanced the Mega Millions campaign with a fresh look that felt just as mega as the game. Bold blue-and-yellow design and a dynamic animated jackpot ball spotlit key game features across digital boards.</p>

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Kia partnered with St. Jude Children's Hospital to create a first of its kind activation and took kids on a journey to the North Pole without ever leaving the hospital.

Kia: Holiday Joyride

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<h4>We gave the kids at St. Jude the trip of a lifetime.</h4><br>
<p>From inside an EV6, kids experienced a fully immersive Holiday Joyride that transported them through a light tunnel personalized with their names, a colorful forest filled with reindeer, owls, and even flying narwhals, then through the northern lights, all the way to the North Pole as the car tilted back and emulated flight.</p>

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To rebrand VIZIO, we started with a new tagline that reflects the company’s innovative, challenger spirit. But “Watch us” is more than just a line, it’s a brand ethos that signals more incredible things to come. We launched with a :60 commercial featured two very unlikely characters you just can’t help but watch.

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THE DRUM
D&G Recognized by The Drum as One of the World’s Hottest “Indie” Agencies

ADFORUM
D&G CSO Brendan Robertson on How Briefs Are Becoming Faster, Smarter, and More Collaborative

MEDIAPOST
Kia Shows The Joy Is In The Journey

Who are you inviting into the house when you overshare on social media?

CRC: Prevent the Post

Flavor you can feel good about

Smartfood: The Flavor Genie

KATSEYE Special Korean BBQ

Jollibee x KATSEYE

Kia EV9 Perfect 10

Kia: EV9 Perfect 10

Bigger Jackpots. Better Prizes. And one Mega Refresh.

CA Lottery: Mega Millions

Kia: Holiday Joyride

Kia: Holiday Joyride

VIZIO Watch Us

VIZIO: Watch Us

Los Angeles

New York City

Get In Touch

Get In Touch

Home

Work

About

News

Jobs

Brave Together

D&G Impact

Whenbrave heartsare alignedno challengeis too great andno questionis unanswerable.

News

THE DRUMD&G Recognized by The Drum as One of the World’s Hottest “Indie” Agencies

ADFORUMD&G CSO Brendan Robertson on How Briefs Are Becoming Faster, Smarter, and More Collaborative

MEDIAPOSTKia Shows The Joy Is In The Journey

Who are you inviting into the house when you overshare on social media?

CRC: Prevent the Post

Flavor you can feel good about

Smartfood: The Flavor Genie

KATSEYE Special Korean BBQ

Jollibee x KATSEYE

Kia EV9 Perfect 10

Kia: EV9 Perfect 10

Bigger Jackpots. Better Prizes. And one Mega Refresh.

CA Lottery: Mega Millions

Kia: Holiday Joyride

Kia: Holiday Joyride

VIZIO Watch Us

VIZIO: Watch Us

Whenbrave heartsare aligned
no challengeis too great and
no questionis unanswerable.

THE DRUM
D&G Recognized by The Drum as One of the World’s Hottest “Indie” Agencies

ADFORUM
D&G CSO Brendan Robertson on How Briefs Are Becoming Faster, Smarter, and More Collaborative

MEDIAPOST
Kia Shows The Joy Is In The Journey