GLOBAL WARMING STICK by Cheil Seoul for Dunkin Donuts

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GLOBAL WARMING STICK

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market South Korea
Agency Cheil Seoul
Creative Director Kwangsoo Lee
Art Director Sunga Choi, Park Jeong Han, Taeyun Yim
Copywriter Kwanghyeok Jin, Jeungmin Im, Yuhyun Lee
Released June 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: BR KOREA
Product/Service: DUNKIN' DONUTS
Agency: CHEIL WORLDWIDE
Date of First Appearance: Jun 8 2009 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Creative Director: Kwangsoo Lee (Cheil Worldwide)
Art Director: Taeyun Yim (Cheil Worldwide)
Art Director: Jeong Park (Cheil Worldwide)
Art Director: Sunga Choi (Cheil Worldwide)
Copywriter: Jeungmin Im (Cheil Worldwide)
Copywriter: Kwanghyeok Jin (Cheil Worldwide)
Copywriter: Yuhyun Lee (Cheil Worldwide)
Media placement: Promotional Gift - Coffee Stick - 06/06/2009

Results and Effectiveness
The 'Global Warming Stick' campaign has led customers to form a more positive attitude toward Dunkin' Donuts in Korea and consequently, has decreased the usage of disposable coffee sticks considerably.

Creative Execution
Dunkin' Donuts Korea handed out reusable coffee sticks to their customers. These reusable coffee sticks resemble the world's famous buildings or monuments. When the stick is dipped inside the cup, it looks as though the building is sinking under water. Therefore it is called 'Global Warming Stick'.

Insights, Strategy & the Idea
Everyday, 170,000 customers visit 730 Dunkin' Donuts stores within Korea. They consume 500,000 disposable coffee sticks every month. In response to this, Dunkin' Donuts Korea decided to cut back on the usage of disposable coffee sticks. Furthermore, it has planned to use coffee sticks as advertising tools to remind people about global warming.