DUNKIN BRANDS:
Summer chill

AD CAMPAIGN ACTIVATION + SOCIAL MEDIA ENGAGEMENT

THE ASK:

Dunkin approached SapientNitro with an opportunity to record 2 sports legends specifically to distribute across on social media. We weren’t given much constraint over the theme other than to connect it to the upcoming summer season and the love of coffee. We had a great relationship with the client and that trust singularly fueled this project.

Participation
Art Direction
Graphic Design

Client
Dunkin

Year
2015

THE CHALLENGE:

With a sizable budget and David "Big Papi" Ortiz of the Boston Red Sox plus Rob "Gronk" Gronkowski of The New England Patriots in our talent roster, we started ideating and brainstorming how to maximize the time we had while ensuring quality content and theme.

Summer evokes feelings of relaxation, fun and (most of all) music. We decided to pitch the idea of these two athletes making a series of music videos to be released across social media in 20-day increments to allow for maximum meme-ability and audience attention.

THE PROCESS:

We quickly discovered that our sports talent LOVED the idea and even helped us source a producer & recording mogul, Barry Bass. Since we needed to film AND record music within a 2 week timeframe, we rented a Miami mansion that also had a bonus recording studio setup. It was perfect.

Once we had our schedule ready, we finalized the campaign asset distribution plan along with defining client KPIs & metrics to hit.

During production, we simultaneously recorded both on-location and the soundstage for better acoustics & to save on costs.

“Sippin’ ” - The Studio Session

“Four Things” - The Studio Session

After filming & recording, we headed back to Boston to edit and craft supporting content for social.

THE RESULTS:

1M Views in less than 5 Days
7th Most Viewed Ad on YouTube
Over 850M Views on YouTube
Esquire, Radar Online, BuzzFeed, E!, Bleacher Report, Sports Illustrated, Okay! Magazine, Yahoo!, iHeartRadio, Complex, FOX Sports, TMZ, MSN, The Huffington Post, Paper Magazine, Devour, Playboy, USA Today (FTW), AOL, The Washington Post, CBS Sports, Campaign, Adweek, Shoot Magazine, and many others.
2 Gold CLIO Awards
1 Webby

Two champions singing about their love of iced coffee. We called it “Summer Chill”. Which became an album complete with four music videos spanning genres across pop, EDM, country, and Latin that got stuck in every New Englander’s head.

The videos were supported by a universe of content and advertising to help make the campaign larger than life. There was even a listening party, at the Hard Rock Café, which featured a live performance by Gronk & Papi.