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US Creative Work of the Week: Dunkin’ looks to the stars to promote its summer cooler

In a truly far-reaching campaign, Dunkin’ went out of this world for the launch of its new Cosmic Coolatta summer drink series by announcing the discovery of the 'Cosmic Coolatta Constellation.'

Created by BBDO New York, the campaign centers around the discovery that four stars within the Ursa Major constellation resemble the exact shape of a Cosmic Coolatta — essentially, cup-shaped. So Dunkin’ took it upon itself to declare the cluster the Cosmic Coolatta Constellation — the galaxy’s only everlasting billboard made of real stars, perfectly visible in the night sky at the exact same time as Dunkin’s summer promotion.

To drive the point home, Dunkin’ even held a viewing event in Boston where fans watched as the four stars came into view over Boston harbor — perfectly aligning with a Cosmic Coolatta on a custom made AR billboard. An astronomer was on hand to field questions and guide people through the event.

The Drum’s readers thought this stretch into the cosmos to promote a frozen beverage was inventive enough to vote it the US Creative Work of the Week.

See the work by clicking on the Creative Works box below.

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Dunkin’ went out of this world for the launch of its new Cosmic Coolatta summer drink series by announcing the discovery of the Cosmic Coolatta Constellation.

Created by BBDO New York, the campaign centers around the discovery that four stars within the Ursa Major constellation resemble the exact shape of a Cosmic Coolatta. So Dunkin’ took it upon itself to declare the cluster the Cosmic Coolatta Constellation - the galaxy’s only everlasting billboard made of real stars, perfectly visible in the night sky at the exact same time as Dunkin’s summer promotion, and also for the rest of time.

Over that weekend, Dunkin’ held a viewing event in Boston where Dunkin’ fans watched as the four stars came into view over Boston harbor -- perfectly aligning with a Cosmic Coolatta on a custom made AR Billboard. An astronomer was on hand to field questions and guide people through the event.

Creative Agency: BBDO New York

Client: Dunkin’

Campaign: Cosmic Constellation

BBDO New York

Chief Creative Officer, BBDO Worldwide: David Lubars

Chief Creative Officer, BBDO New York: Greg Hahn

EVP, Executive Creative Director: Doug Fallon

EVP, Executive Creative Director: Steven Fogel

Creative Director: Ben Bliss

Creative Director: Evan Schultz

Junior Copywriter: Stephen Pacheco

Junior Art Director: Jolie Guz

EVP Senior Group Account Director: Jim Santora

VP Account Director: Jaimie Donohue

Account Manager:  Rachel Passman

Account Executive: Stephanie Diacovo

Executive Producer, Experiential:  Adrienne Katz

Jr. Interactive Producer: Katie Penna

Producer: Samantha Addy

 

Featured by The Drum

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