Some excellent interactive and out of home projects helped propel Deutsch LA to the Innovators list this year.
The agency kicked off 2013 with some of the most talked about Super Bowl work, including the uplifting Volkswagen teaser starring happy internet baddies and the controversial "Get Happy" spot starring the Jamaican patois-speaking office guy, which some criticized for being racist, while earning applause from those in the Caribbean community.
Other bright TV ideas for VW included a retro animated film backed by the classic '80s song, "Take on Me," by A-ha. Shot by David Shane, it began with an animated sequence featuring a Volkswagen driver racing a bunch of biker dudes, and was created in the same method as the track's original video.
Deutsch also put Taco Bell in the TV spotlight, with another Super Bowl ad set to a Spanish rendition of Fun.'s "We Are Young," starring sprightly party animal seniors, and a follow-up featuring a Latin take on Lionel Ritchie's "Hello."
Also impressive were Deutsch's innovative installations for Target. On the east coast, the agency erected a beautiful 1,600-square-foot "Doll's House" installation in Grand Central Station, which showcased around 4,000 home furnishing products.To attract a younger, student audience, it also created Bullseye U, a shoppable online university dorm peopled by social media celebrities. Having placed five YouTube personalities in a dorm, created on a set in Los Angeles, it let consumers shop online for products they spotted in the dorm, interact with the "roommates" and take part in dorm activities online.
Deutsch also scores highly on developing apps for clients that aren't just gimmicky, but actually add value to the product. For Popcorn brand Pop Secret, the agency homed in on the fact that burnt popcorn is the number one complaint in the popcorn industry. It createdan app that "listens" to your popcorn popping and then tells you when it's done. It quicky became one of the top 10 food apps in the app store.
The agency also teamed up with Google and Grow Interactive to making driving more social for Volkswagen drivers with an app called SmileDrive. Born out of Google's 'Art, Copy and Code' project, it lets drivers communicate with other VW drivers via bluetooth, giving users points for such activities as taking long drives, getting out of town on a weekend, and passing a car that looks like theirs. It can also directly upload photos from the drive to users' Google+ accounts.
The agency also found time to redesign its own visual identity this year -- and handed out free pizza to attendees at Cannes, with an app to help them find it.