In celebration of Halloween 2019, for the first time ever we set the Dunkin’ Runner free from the iconic “America Runs on Dunkin’” logo - creating an entire 360 campaign around it.
But more importantly - we created life. Bringing the inanimate into the world, and imbuing it with meaning and purpose. That purpose? To tell humanity to drop everything an go buy dressed-up donuts from Dunkin’ - including the Halloween speciality Spider Donut^(TM) and 10 Munchkins for $2.
“We were so preoccupied with whether or not we could, that we didn’t stop to think if we should.”
And regardless of the moral implications of our actions - we had finally put a (faceless) face on one of the biggest brands in the country. And brought an iconic character to life.
We even created, produced, and gave away 800 Dunkin’ Runner suits to our fans - so they could retreat into the anonymity of an androgynous pink symbol for Halloween - and found a way to actually debut the look at New York Fashion Week (exposing it once and for all as an institution of capitalism and not art or free expression).
It captivated a nation, from Instagram users (“Dunkin’ Runner is THICC”) to the hosts of NY1 News (“Every bit of your body shows through that . . . I don’t think I would get that”).
Below is a gallery of shots from the NYFW launch:
