DNA Seattle helps clients deliver “Just-in-time” ads

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(DNA uses in-house production for Taco Time)

Independent creative agency DNA’s in-house production company, Petting Zoo, has ramped up several new projects in record time, to help clients such as Taco Time Northwest, Golden 1 Credit Union and others proactively reach consumers with important messages in response to the coronavirus.

For Taco Time Northwest, DNA put its own staff behind the cameras filming their home delivery of Taco Time meals. With the films in hand, Petting Zoo created television ads, 6 second digital ads, 15’s, and social media posts using boomerangs and gifs from their films.

They also created ads for radio. Watch below:


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“We have always had a maker’s approach to creating advertising, but with Petting Zoo embedded into the agency’s creative process, we start first with the idea and story, working together with strategy and creatives to make production part of the integrated conception right from the start,” explained Gabe Hajiani, head of production at DNA’s Petting Zoo.

Taco Time urgently needed to shift its marketing approach to focus on its order ahead app and drive through options to help raise awareness of the services at a time when dine-in restaurants have been closed due to Coronavirus. They also needed to let their consumers know about a just signed partnership with DoorDash. The new ads were conceived, created and released in market in under one week. 

“The need for speed has never been greater, but with that we also have to ensure that the marketing message and content is grounded in a brand’s overall strategy,” explained Alan Brown, CEO of DNA. “With our financial clients, for example, that means finding a way to reassure and speak to consumers’ financial needs and be able to take the message to the market almost overnight. Having Petting Zoo as part of the agency lets us be more responsive to our clients’ needs when they need us the most.”

DNA brought Hajiani into the agency to build Petting Zoo as a core element of its creative process.

“Having production integrated at the point of creative conception helps us bring ideas and stories to life in a more out-of-the-box way,” explained Steve Williams, ECD at DNA. “Last Spring, Gabe and his team literally built an 8-foot eagle’s nest for a livestream promoting the launch of Rainier’s new light beer. It was totally unconventional, but true to the spirit of the brand. These are challenging times for clients, and there’s never been more of a need for great ideas and the ability to produce them quickly.”

SOURCE: DNA

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