We kept America Running on Dunkin’ after they dropped the “donuts.” I worked on, shall we say, dozens of product launches, their Boston Proud and Get Back campaigns, and all of their sports partnerships.
Film
Boston Proud
Boston Proud was designed to drive hometown excitement around the Dunkin’ brand. It was the largest body of work Dunkin’ had produced to date, spanning from radio and OOH, to brewery and sports partnerships that included a live Twitter takeover during the 2018 World Series. We leaned into local insights and language to build a campaign with a voice and personality that resonated with locals without falling into cloying stereotypes. And we think that’s pretty awesome.
Get Back
Get Back ran in the summer and fall of 2021 to welcome people back to everyday life in the New York and Boston areas. Like the Boston Proud campaign, the messaging was hyperlocal, targeted not just to the city, but to the specific location of each piece of signage. Reaching from the Jersey Shore to New Hampshire border, the campaign came to life through extensive OOH, radio, digital, social, and local partnerships.
Tri-State
Penn Station OOH ran during rush hour, Rangers and Knicks games, the NY Marathon, and the Jingle Ball concert at MSG.
Boston
Rotating OOH Messaging - MTBA
