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World's Fastest Dunkin' Run: 360° Fly With Ellen

basics
Industry: Food
Media:TV & Cinema
Market:United States
Style: Minimalism
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Art Director:
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Editing:
Other credit:Entrant Company: DIGITASLBi, Boston, USA
SVP / Creative, Jamie Ferreira, DigitasLBi
VP / Group Creative Director, Mark Chamberlain, DigitasLBi
VP / Group Creative Director, Marc Gottesman, DigitasLBi
VP / Group Director, Executive Producer, Ben Raynes, DigitasLBi
SVP / Account Director, Julie Blanche, DigitasLBi
Associate Director / Project Management, Shayna Lederman, DigitasLBi
VP / Creative Director, Jim Alleman, DigitasLBi
Cinematographer, Adrien Nisan, Seven Twenty Productions
Cinematographer, Lauri Aapro, Seven Twenty Productions
Cinematographer, Toby Bradley, Seven Twenty Productions
Athlete, Ellen Brennan, n/a
Athlete, Laurent Frat, n/a
VP / Group Creative Director, Len Rallo, DigitasLBi
descriptioncnen
CampaignDescription

To demonstrate the speed with which you can get your order with Dunkin' Donut's new On-the-Go app, we introduced the World’s Fastest Dunkin’ Run, partnering with Ellen Brennan, the world’s fastest female wing-suit athlete. In the ad, Ellen uses the app to order from atop a mountain, then flies down and grabs the bag while flying 120mph.
Execution

We partnered with Ellen Brennan, the world’s fastest female wingsuit athlete, who jumped from 8,300 feet, flew at 120mph, swooped down and grabbed her order at a cliff-side Dunkin’ store, 5,000 feet above sea level.Working with the world’s top extreme sports stunt coordinators and cinematographers, we produced online and broadcast content. Then for an even more immersive experience, we created a 360 virtual reality video; letting people imagine themselves as wingsuit athletes flying alongside Ellen during an exhilarating practice flight.
Synopsis

By mid-2016, mobile ordering at quick-service restaurants became a standard offering across the category. Our objective was to stand out amongst the others and creative awareness of the speed and ease of use of the new On-the-Go app for Dunkin' Donuts.
Outcome

As one of the first brands to use Facebook’s new 360 video feature, the experience created huge excitement, collecting over 7 million views in the first two weeks, driving more to other campaign content, helping to lift the number of new app users by 44%. In addition, the Dunkin’ 360° experience became the most watched 360 wingsuit video in history.
Strategy

While most brands focused on telling customers how to use the app or congratulating themselves for being innovative, Dunkin’ Donuts wanted to focus on the core benefit of speed for the consumer and express the idea that “the fastest line is no line at all” in the most captivating way possible. Our attention-getting stunt strongly conveyed our message in a way that separated us from the crowd.
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Mobile
Influencer / Talent
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