Dunkin’ taps into the ‘OOH as art’ aesthetic
Creative Moment has noticed a welcome return to timelessly designed billboards. Dunkin’s latest effort joins a spate of ads you might even hang up at home.
Those who came of age in the 90s/early 2000s will recall leafing through poster racks in HMV with prints featuring edgy Banksy graffiti and hackneyed references to how much you love beer or smoking weed. Among them, however, were some genuinely timeless movie posters, as well as adverts from the likes of Guinness and the London Underground.
We became a little more refined in our cultural references in later years, opting for slyer ‘in joke’ references and ‘fan art’ posters that offered alternative takes on our favourite media. Adverts, however, seemingly forgot about being beautiful and iconic, instead opting for utilitarian messaging. Until recently, at least.
We include Gucci’s elegant Bloom adverts as part of this trend. You could also argue (as we do) that the recent trend towards ‘logoless’ adverts was a move in favour of striking, non-fussy visuals.
Now, Dunkin’ has got in on the act. The sweet snack empire has unveiled its ‘Iconic Home’ campaign, a minimalist masterpiece transforming its at-home coffee packaging into literal houses against sweeping gradient skies.
Landing with a thud in Times Square, the art/ads are part of a massive digital takeover that’s frankly making us hanker for a cheeky doughnut (yes, we’re still sticking to the UK spelling).
The campaign, crafted by BBH USA and production house PSOne for The J.M. Smucker Co. (Dunkin's parent since 2020), launched with a deceptively simple hook: Crop a pack of Dunkin’ coffee at just the right angle, and voilà, the top becomes a rooftop, the sides sturdy walls.
There are no steaming mugs, no barista cameos, no chaotic kitchen scenes. Just the product, perched like a welcoming abode under bold, mood-shifting backdrops.
"We wanted to cut through the visual noise and remind people that Dunkin’ at home is as unpretentious and essential as our in-store vibe," said Josh Williams, director of brand experience for coffee at The J.M. Smucker Co. "This isn't about showing a perfect morning—it's about that instant 'aha' where the packaging itself sparks the craving."
Well said Josh. Your service to wall-worthy ads has not gone unnoticed.
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