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It's been a rather eventful year since Droga last appeared in
this spot. Soon after its Grand Prix win for Ecko "Still Free,"
D5 launched its next attention getter, the Tap Project. The all
encompassing campaign was designed to give back, and it
did—it gave millions in donations and awareness to Unicef's
World Water Day and it fed back all sorts of recognition for
the New York startup. Tap itself spawned another outside the
norm project,Million, which has D5 harnessing the power of
mobile phones to improve education in the New York public
school system. Kids get a specially branded and configured
phone which, during class, disallows social usage and provides
study help, and in off hours, offers free stuff based on educational
achievement. Lest you think they're a too earnest
bunch, the D5 crew also put together some of the funniest ads
of the year. For client TracFone/Net 10, the agency created a
multi-pronged "No Evil" campaign that portrayed big mobile
as the lowest of the low. In an animated series for Net10, a
motley assortment of bad guys known as the League of Evil
do battle with a more insidious foe—their mobile providers.
Another oddly moving campaign introduces us to some
remarkable real people—like Dr. Bonnie the infectious diseases
fighter and Marlene the volunteer grandmother—who
are getting a rogering from their cell companies. D5 also produced
a campaign for the U.S. launch of Steinlager, "Win
Nick's Life." There was also a wee web site called Honeyshed.
The agency's much discussed venture into online shopping, a
partnership with Smuggler, launched this winter to mixed
reviews and some confusion, but represented a compelling
approach to branded content. Droga is now charged with
making the shopping hub a regular stop for acquisitive youngsters.
All told, the agency's way with ideas and execution
earned it Agency of the Year honors in this here publication.
On establishing a forward-looking culture: "We are still a very
young company so our culture is still in its first trimester.We
are fortunate to have assembled a self-motivated, self-critical,
restless group of bright people. Our priority is not to be less
predictable but rather give ourselves more chance of doing
something right for our client."