MCCANN ERICKSON HONDURAS, San Pedro Sula / INTUR / 2013
Note: 'Monster' is an alias for a player.
It was born as a press campaign, and evolutioned to moving 'cinescope' screens, to be used during news programs on TV, late night shows when you could easily fall asleep, and also trailers on cinema theaters. The idea was to make people feel how much they are missing if you fall asleep when you shouldn't. It went on to develop radio ads in which everything turned into a lullaby, followed by the line: 'when everything makes you fall asleep, Dunkin Donuts coffee, what will you have to tell'. Also, we had window covers for cars to protect from the sun, that would cover the whole window, except a fine transparent line. It had the Dunkin coffee cup and the phrase: What will you have to tell? All sorts of moving things that could close down, became useful for the campaign. Bus Windows, Shop metallic doors, Window Stickers, even curtains.
Awareness on Dunkin Donuts coffee was created. The coffee started to sell more, specially during morning hours. People begun to ask coffee on to go orders, which was not happening. And it is starting to sink in into people, that Dunkin Donuts coffee is the coffee that awakens you. The attitude of people no longer is that Dunkin Donuts is only a donuts place with low quality coffee, but a strong coffee able to lift you up, and keep you going. A strong coffee just how they like it.