Riding BART with the Nutcracker

Dec 4, 2014

The onslaught of holiday commercials is upon us. And as much as we complain about how early they start and how cliché most of them are, we admit to a soft spot for the whole Christmas/Chanukah/Kwanza/Festivus thing. So this year we wanted to do something for our clients at BART that was true to the season but also true to them.

If you’ve ever taken BART around the Bay Area, you know the stations are full of all kinds of weirdness. And when you shoot in a place like that with real people and unscripted interactions you never know exactly what you’re gonna get. But you can be pretty sure it’ll be interesting.

Especially when you dress a guy up in a huge Nutcracker head and stick him on a crowded train at rush hour. So that’s what we did. We used the official San Francisco Ballet costume head and followed the Nutcracker (an actual SF Ballet dancer) on his commute from home in Oakland to work in San Francisco.

Oh, and if you were riding the train on November 13th, thanks for being a good sport. Happy Holidays.

Is Monday getting less sucky? Nah.

Nov 17, 2014

Today is Monday and for a whole lot of people, it’s the worst day of the week.

50% of Americans are late for work on Mondays. Workers are 30% less productive on Mondays. Heck, even heart attack rates go up on Mondays. Monday’s are just lousy and have been for as long as the Boomtown Rats have been singing about it.

Certainly we can assume most of the animosity comes from the fact that people don’t particularly like going to work. But now CNN reports that Americans are actually quitting their jobs at the fastest pace since early 2008. Is that a sign that people have more confidence that they’ll be able to find a better job? Or just a sign that people are more fed up than ever?

Either way, the trend is in line with a recent campaign we launched in the Southeast for online jobsite Simply Hired. It encourages people to love what they do and, weird as it may seem, to actually start loving Mondays.

The campaign is the first toe in the advertising waters as competition in the online job search space has been heating up significantly the past few years.

So if you hate Mondays as much as the guy in the cube next to you who’s sleeping on his desk, check out It’s not like you’re doing much of anything else today.










How’d we get on CNN?

Oct 24, 2014

CNN just did a piece on the nerd science of political advertising campaigns and they ended up mentioning us. The story is all about the changing landscape of political campaigning and Bully Pulpit is leading the charge. Bully Pulpit is a group that’s been using digital targeting to attract voters to political campaigns since 2004.

The group is incredibly innovative and on the forefront of modern advertising. But as the story notes, “The “Stop Tweeting Boring Shit” poster displayed prominently in its Farragut North offices is less a joke than a guiding principle.”

It’s always nice to see our work hanging on interesting office walls. But it’s even nicer to know that someone is using it as a guiding principle.

Take a look at the article and video here. Peter Hamby does a great job taking us inside the offices and giving a look into the massive shift in political campaigns in just a few years. Thanks for including us.




Ronnie Lott and Bob Weir share a drink. Literally.

Sep 23, 2014

Our clients at DripDrop have been getting a lot of attention lately. As their new hydration powder has started appearing in over 15,000 CVS, Walgreens and GNC locations around the country, the press is catching on and starting to talk about the company’s innovative product and famous investors.

DripDrop was founded by a doctor after his experiences with severely dehydrated cholera patients in Guatemala. But aside from its adoption within the medical community as a way to help in the treatment of dehydration due to chronic illnesses, DripDrop is also being embraced by rock stars, athletes and even U.S. Special Forces.

As Fast Company points out, investors range from Bob Weir of the Grateful Dead to rocker Sammy Hagar along with Ronnie Lott and some of the owners of the San Francisco 49ers.

On the other side of the coin, an article in SuperCompressor highlights an entirely different product benefit; DripDrop is one hellava hangover cure.

People who had a few too many the night before swear by DripDrop as an elite hydration powder that delivers 3-times the electrolytes and sodium they need. And unlike most oral rehydration solutions that taste disgusting, DripDrop tastes great, like lemonade or fruit punch.

All of this brings up interesting marketing questions for any new product or start-up that has broad appeal across multiple markets, but doesn’t yet have the bandwidth to execute at each level. Where do you start when there are so many options?

Congratulations to DripDrop on all the success so far. Can’t wait to see what’s next.





Small is the New Big

Sep 22, 2014

It’s a great time to be re-imagining the world. Just as many start-ups are re-thinking commercial applications (Uber for taxis, Dropbox for business, Square for payments, DripDrop for medicine, etc) there’s an organization doing innovative work in the community-giving sphere.

The group is called Small Moves and they have a unique and unorthodox approach to charity. We did strategy and design work with the group to help brand and position them in what is really a crowded environment.

Most charities identify a cause that needs attention and then focus their energy and money on that cause. But instead of identifying a cause that needs attention, Small Moves identifies individuals that need attention and then helps them.

Normally, it’s really difficult for a large charitable organization to provide assistance to an individual person. For tax reasons, for organizational reasons and just on a practical level, charities can’t just walk the streets giving away money to people that need it.

But what if they could?

That’s what Small Moves essentially does. They have a team of ambassadors in different communities who identify people in need. Ambassadors are teachers, clergy, nurses and community activists. And when they identify a problem, Small Moves provides the assistance. The ambassadors are pre-screened and the individual stories are told at the Small Moves website. Those receiving help are encouraged to pass it on when they are able. And each case can easily be monitored so the change is truly felt by all involved.

At a time when every industry is seeing massive upheaval and reinvention, it’s nice to see it happening in a space that helps people with real problems and not just how to more efficiently find a dry cleaner. For more information, check out



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Division of Labor is an advertising agency, not a government agency. So if your nanny is in the country illegally, we really don't care.

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Sausalito, CA 94965


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