Droga5, Adweek's U.S. Agency of the Year, produced a wide range of work in 2016 for clients ranging from Johnsonville to Hennessy. Some ads will likely make you laugh, while […]
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a "strong soul." These are "the ones that are consistent, retain people and do some of the most interesting work," Droga says.
People love vertical videos, and therefore so do brands. Snapchat proved that to the world, and now it looks like Facebook may very well do the same.
Some of the best marketing embodies the brand promise you're trying to communicate. This is especially true of well-crafted products, whose advertising had better be well-crafted, too. Droga5 takes that idea to impressive lengths with a new interactive site for Hennessy V.S.O.P Privilège (the agency's first work for this particular Hennessy brand). V.S.O.P Privilège is known for its remarkable consistency—it's precisely the same cognac in every glass and every bottle, year after year—despite myriad variables at play during its creation. So, Droga5 set out to tell this story of creating harmony from chaos through the digital experience.
If you're looking for iconic brand ambassadors for your adventure-themed liquor campaign, you could do a lot worse than the Piccards, the father and son who accomplished incredible—and incredibly parallel—exploring feats in the middle of the last century. In 1931, Auguste Piccard became the first man to reach the stratosphere, touching the edge of space in a pressurized capsule and balloon. Thirty years later, his son Jacques—in a remarkably complementary expedition in which he honored his father yet did precisely the opposite—became the first man to reach the deepest part of Earth's ocean floor. For Droga5, they were the perfect subject for Hennessy's ongoing "Wild Rabbit" campaign, which has featured great, daring, record-breaking characters from history since 2012.
With the summer BBQ season in full swing, booze brands get a natural boost—but what makes a consumer pick one bottle over another? While personal recommendations from family and friends are the biggest influence, research company Crowdtap found that alcoholic-beverage consumers are also very brand-focused.
The inspiration for "This Is Wholesome," the phenomenal, very un-Droga5-like campaign that the agency created for Honey Maid this year, came on a playground in New York's East Village.
IDEA: Can an Englishman who died in 1948 convince American millennials to drink cognac in 2013? Hennessy hopes so.