| Title | MARATHON MOTIVATOR |
| Brand | DUNKIN' DONUTS |
| Product/Service | DONUTS |
| Category |
D04. Live Advertising and Events |
|
Entrant
|
THE MARTIN AGENCY London, UNITED KINGDOM
|
|
Idea Creation
|
THE MARTIN AGENCY London, UNITED KINGDOM
|
|
Production
|
ODELAY FILMS London, UNITED KINGDOM
|
Credits
| Daniel Fisher |
The Martin Agency |
Executive Creative Director |
| Mark Hawkins |
The Martin Agency |
Project Manager |
| Mark Nicholson |
The Martin Agency |
Creative Director |
| Jonty Harbinson |
The Martin Agency |
Designer |
| Christian Gill |
The Martin Agency |
Broadcast Producer |
| Chris Martin |
The Martin Agency |
Copywriter |
| Jesse Mitchell |
The Martin Agency |
Art Director |
| Soren Birk |
The Martin Agency |
Art Director |
| Lloyd Daniels |
The Martin Agency |
Copywriter |
| Stephaine Hobart |
The Martin Agency |
Account Director |
| Tom Woods |
The Martin Agency |
Account Manager |
| Richard Hunter |
Odelay Films Ltd |
Director |
| Ben Falk |
Odelay Films |
Executive Producer |
| Barbara Nanna |
Odelay Films Ltd. |
Producer |
| Jos Newbolt |
Odelay Film Ltd. |
Director |
Brief Explanation
A newcomer to the UK, Dunkin’ Donuts hijacked one of the biggest public spectacles of the year with a fake product that captured the imagination of a live audience of millions.
Capitalising on the silly outfits as one of the talking points of the marathon, Dunkin’ invented the ‘Marathon Motivator’, a ‘carrot on a stick’ style device that dangles a giant donut in front of the person wearing it. A fake 1980’s style QVC ad and retro posters leaked the idea online beforehand. And in the race itself the device was worn by one of the country’s top marathon runners, also wearing a branded outfit bearing the message #justdonut