ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Branding / Branding Systems / Identities - Integrated
Annual ID
ADC_BCD19032M
About the Work
Dunkin’ is a true American Icon. And nowhere flies the Dunkin’ flag more proudly than the Northeast. Looking to signal its transformation into a premier beverage-led national brand, Dunkin’ sought to create a new strategy, identity and communications. To launch the next chapter for the Dunkin’ brand, we went on a “first name basis with America.” We worked with Dunkin’ to create the identity, brand-voice, store experiences, social media content, and strategic platforms for seasonal and new-to-world innovations. Dropping Donuts from Dunkin’s name was a significant and emotional change for consumers, which we bolstered with a fun and familiar identity. We worked to frame the rebrand as the more welcoming and empowering idea of “going on a first name basis with America” which served to drive important re-evaluation of the brand in the form of 3 billion media impressions, 30K+ social mentions and "Dunkin" becoming a Trending Topic on Twitter.
2019 Awards
Total Points: 2
Merit Honor
Credits
Agency
Jones Knowles Ritchie / New York
Group Creative Director
James Taylor
Daniel D'Arcy
Editor
Justin Sottile
Isaac Taracks
Executive Creative Director
Tosh Hall
Illustrator
Ed Nacional
Photographer
Mariana Juliano
Creative Team
Sara Hyman
Chris Allan
Justin Goode
Rosina Pang-Cordero
Miguel Altagracia
Grace Dawson
Robert Willey
Zach Vitale
Micah Morton
Rachel Ptak
Account Team
Maya Itkin-Hein
Jenna Portela
Nell Strizich
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